Internet advertising has presented sustainable revenue growth since
its inception in the mid-1990s. Internet advertising takes a
multitude of forms, ranging from the "traditional" banners to
today's rich media ads. Due to its wide success, internet
advertising currently constitutes a significant marketing channel
for a large number of firms and it is thus gradually gaining
attention in the context of marketing communications strategy
planning and implementation. However, there has been relatively
little empirical research and actionable knowledge on the factors
that affect the success of online advertising. Consequently, when
relying on insufficient knowledge to make decisions about their
internet marketing strategy, companies run the risk of missing
marketing opportunities or damaging their image. To this end, the
work presented in this book investigates how the online activities
and social context of internet users affect their response to
online advertising. The study is carried out through the analysis
of user responses to internet ads in a controlled online
environment.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
