Assessing the Relative Performance of Online Advertising Media: Online Multi-Channel Performance - Softcover

Ribeiro Alves, Tomás

Softcover

ISBN 10: 3659711934 ISBN 13: 9783659711930

Verlag: LAP LAMBERT Academic Publishing, 2015

Inhaltsangabe

Online marketing campaigns are the big trend in today's advertising world. The obvious advantages of online ad media - low costs, multiple tracking options and better segmentation -, are forcing marketing managers to re-allocate big portions of their advertisement budgets from traditional offline marketing media to online ad campaigns. Several digital communication channels are suitable for online advertising, each serving different communication goals - awareness, engagement, traffic generation, lead generation and sales conversion - according to the overall brand strategy. Yet, which channel or mix of channels should advertisers or marketing agencies employ in order to best achieve its communication goals is something that still remains highly unclear. This is particularly true for advertising markets outside the USA.

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Über die Autorin bzw. den Autor

Tomás Alves was born in Lisbon on 21 March 1991. He took a Master's Degree in Católica-Lisbon SBE in Management with Major in Marketing. He choose to wrote the thesis in Digital Marketing,with the collaboration of Revshare, an Online Advertising Agency. Currently, Tomás works with E-commerce, Email Marketing, Facebook Ads and Google Ad Words.

Details zur Ausgabe

• Verlag: LAP LAMBERT Academic Publishing
• Erscheinungsdatum: 2015
• Sprache: Englisch
• ISBN 10: 3659711934
• ISBN 13: 9783659711930
• Einband: Taschenbuch
• Anzahl der Seiten: 108
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Fromm; customerservice@vdm-vsg.de; ; Brivibas gatve 197; Riga; 1039; Lettland