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The Effect Of Advertising And Display
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Book Synopsis The Effect of Advertising and Display by : Robert East
Download or read book The Effect of Advertising and Display written by Robert East and published by Springer Science & Business Media. This book was released on 2013-03-20 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt: Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.
Book Synopsis Display Advertising by : David Booth
Download or read book Display Advertising written by David Booth and published by John Wiley & Sons. This book was released on 2012-09-11 with total page 609 pages. Available in PDF, EPUB and Kindle. Book excerpt: A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaign The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign. Online display advertising is a hot topic, and this hands-on guide helps marketing professionals and small-business owners gain the skills to create and manage their own campaigns Provides an overview of display advertising concepts, including types, formats, and how they're placed on websites Explains how to plan a campaign, including defining goals and planning resources, contextual and placement targeting, and keyword use Covers campaign launch and measurement, ad creation, social media advertising, how to optimize a campaign, and much more Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.
Book Synopsis The Effects of Advertising, Display and Prices on Low Involvement Purchases by : Wing Fu Paul Chao
Download or read book The Effects of Advertising, Display and Prices on Low Involvement Purchases written by Wing Fu Paul Chao and published by . This book was released on 1986 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Handbook of Research on New Media Applications in Public Relations and Advertising by : Esiyok, Elif
Download or read book Handbook of Research on New Media Applications in Public Relations and Advertising written by Esiyok, Elif and published by IGI Global. This book was released on 2020-08-07 with total page 572 pages. Available in PDF, EPUB and Kindle. Book excerpt: As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business. However, with the introduction of new media, the nature of these campaigns has changed. Today’s consumers have more awareness and diversified ways to obtain knowledge, and through new media, they can provide feedback. An understanding of how to utilize new media to promote and sustain the reputation of an organization is vital for its continued success. The Handbook of Research on New Media Applications in Public Relations and Advertising is a pivotal reference source that provides vital research on the application of new media tools for running successful public relations and advertising campaigns. While highlighting topics such as digital advertising, online behavior, and social networking, this book is ideally designed for public relations officers, advertisers, marketers, brand managers, communication directors, social media managers, IT consultants, researchers, academicians, students, and industry practitioners.
Book Synopsis The Power of Point-of-Purchase Advertising by : Robert Liljenwall
Download or read book The Power of Point-of-Purchase Advertising written by Robert Liljenwall and published by Point-of-Purchase Advertising Intl. This book was released on 2004-03 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness by : Dr. Lena Hoeck
Download or read book Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness written by Dr. Lena Hoeck and published by BoD – Books on Demand. This book was released on 2019-11-13 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: The spread and use of screen-based devices have been steeply increasing with new types of screen-based devices such as tablets, e-readers, and screen-based wearable devices (e.g., Smartchwatches) being introduced to the market. Moreover, traditional screen-based devices such as the television (TV) have been merged with Internet technologies. An industry particularly affected by this increasing use of screen-based devices is the media industry. For instance, consumers frequently use multiple screen-based devices in parallel, switching back and forth between devices. The key objective of this cumulative dissertation is to provide insights into the implications of multi-screen behavior for the media industry. More specifically, we analyze the effect of multi-screen behavior on media usage behavior and on the effectiveness of advertising placed in different media. We conduct empirical analyses to show how consumers' interaction with different screen-based devices influences substantive consumer behavior. The results of this dissertation contribute to previous research by (1) leading to a better understanding of the behavioral outcomes of multi-screen behavior, (2) providing knowledge about the mediation and moderation effects of multi-screen behavior on media usage and advertising effectiveness, and (3) applying novel research methodologies that contribute to the understanding of multi-screen behavior at the individual-level and in a more natural research setting.
Book Synopsis How Much Ad Viewability is Enough? The Effect of Display Ad Viewability on Advertising Effectiveness by : Christina Uhl
Download or read book How Much Ad Viewability is Enough? The Effect of Display Ad Viewability on Advertising Effectiveness written by Christina Uhl and published by . This book was released on 2020 with total page 31 pages. Available in PDF, EPUB and Kindle. Book excerpt: A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is essentially ineffective if it is not at least somewhat viewable. Ad viewability - which refers to the pixel percentage-in-view and the exposure duration of an online display ad - has recently garnered great interest among digital advertisers and publishers. However, we know very little about the impact of ad viewability on advertising effectiveness. We work to close this gap by analyzing a large-scale observational data set with more than 350,000 ad impressions similar to the data sets that are typically available to digital advertisers and publishers. This analysis reveals that longer exposure durations (>10 seconds) and 100% visible pixels do not appear to be optimal in generating view-throughs. The highest view-through rates seem to be generated with relatively lower pixel/second-combinations of 50%/1, 50%/5, 75%/1, and 75%/5. However, this analysis does not account for user behavior that may be correlated with or even drive ad viewability and may therefore result in endogeneity issues. Consequently, we manipulated ad viewability in a randomized online experiment for a major European news website, finding the highest ad recognition rates among relatively higher pixel/second-combinations of 75%/10, 100%/5 and 100%/10. Everything below 75% or 5 seconds performs worse. Yet, we find that it may be sufficient to have either a long exposure duration or high pixel percentage-in-view to reach high advertising effectiveness. Our results provide guidance to advertisers enabling them to establish target viewability rates more appropriately and to publishers who wish to differentiate their viewability products.
Book Synopsis A Design Space for Pervasive Advertising on Public Displays by : Florian Alt
Download or read book A Design Space for Pervasive Advertising on Public Displays written by Florian Alt and published by Lulu.com. This book was released on 2013-03-01 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today, people living in cities see up to 5000 ads per day, many on public displays. More and more of these public displays are networked and equipped with sensors, making them part of a global infrastructure that is currently emerging. Such displays provide the opportunity to create a benefit for society in the form of immersive experiences and relevant content. In this way, they can overcome the display blindness that evolved over the years. Two main reasons prevent this vision from coming true: first, public displays are stuck with traditional advertising as the driving business model. Second, no common ground exists for researchers or advertisers that outline important challenges. The main contribution of this thesis is presenting a design space for advertising on public displays that identifies important challenges - mainly from an HCI perspective. The results are envisioned to provide a basis for future research and for practitioners to shape future advertisements on public displays in a positive way.
Book Synopsis A Study to Determine the Effect of Point of Purchase Advertising on Sales at Retail Level ... by : Fact-finders associates, inc., New York
Download or read book A Study to Determine the Effect of Point of Purchase Advertising on Sales at Retail Level ... written by Fact-finders associates, inc., New York and published by . This book was released on 1949 with total page 46 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Impact of Retargeted Display Advertising on Multichannel Customer Browsing & Purchase by : Min Tian
Download or read book Impact of Retargeted Display Advertising on Multichannel Customer Browsing & Purchase written by Min Tian and published by . This book was released on 2019 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Retargeted display advertising is one of the most popular and growing forms of digital marketing. The main problem in analyzing retargeted display ads is selection bias. I use data from a randomized field experiment to identify the causal impacts of an individually-targeted display advertising campaign on both digital and traditional channels. The field experiment was conducted on the cookie level and I aggregate the data to the individual level for the analysis. Overall, online visits decrease, but web and store purchases increase in response to retargeted display ad campaigns. I find the effect of the retargeted display advertising campaign is not only contemporaneous but also carries over for several days after a consumer leaves the treatment group. The retargeted ad campaign effect also depends on a consumer's distance from a store. Consumers living near a store tend to visit the website as a response to the retargeted ad campaign more than consumers who live farther from a store. In terms of purchasing, people tend to choose the lower cost channel to shop: nearby consumers go to the store as the purchase response to the retargeted ad campaign, and distant consumers go to the online website to place an order in response to the retargeted ad campaign. Methodologically, I provide a novel model to measure individual consumer response along the purchase funnel from consideration to purchase. The model takes into account the cumulative display advertising campaign effect using the ad-stock approach and allows for individual customer heterogeneity in both decay and response. Empirically, I find a significant lift attributable to contemporaneous and carryover effects. Further, this lift manifests both in purchases and across channels.
Book Synopsis Window and Store Display by : Albert T. Fischer
Download or read book Window and Store Display written by Albert T. Fischer and published by . This book was released on 1921 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Do Display Ads Influence Search? by : Pavel Kireyev
Download or read book Do Display Ads Influence Search? written by Pavel Kireyev and published by . This book was released on 2013 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for dynamics. These issues can easily lead firms to overspend on some actions and thus waste money, and/or underspend in others, leaving money on the table. We develop a multivariate time series model to investigate the interaction between paid search and display ads, and calibrate the model using data from a large commercial bank that uses online ads to acquire new checking account customers. We find that display ads significantly increase search conversion. Both search and display ads also exhibit significant dynamics that improve their effectiveness and ROI over time. Finally, in addition to increasing search conversion, display ad exposure also increases search clicks, thereby increasing search advertising costs. After accounting for these three effects, we find that each $1 invested in display and search leads to a return of $1.24 for display and $1.75 for search ads, which contrasts sharply with the estimated returns based on standard metrics. We use these results to show how optimal budget allocation may shift dramatically after accounting for attribution and dynamics. Although display benefits from attribution, the strong dynamic effects of search call for an increase in search advertising budget share by up to 36% in our empirical context.
Book Synopsis All Ads Are Not Created Equal by : Lara Lobschat
Download or read book All Ads Are Not Created Equal written by Lara Lobschat and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's media ecosystem, advertisers face the challenge to create ad campaigns with the ability to engage consumers and ultimately increase conversions. Hence, they need guidance on how to design promising ad copies and on which websites to deliver these ads. In this study, the authors analyze how different message content and ad format elements influences consumers' likelihood to click on an ad and subsequently convert on the advertising website. Additionally, they explore the effects of placing an ad on different websites. The main results suggest that message content and ad format that enhance engagement do not necessarily enhance conversions. Furthermore, several novel findings pertain to placement in social media and use of influencer marketing: display ads are effective on social media, especially with hard sell messages. Influencer ads increase engagement more than conversion and are more effective outside social media. A simulation reveals the impact of optimizing ad copy and placement decisions: optimizing ad copy decisions has larger effects than placement decisions and synergy exists between both decisions, offering further guidance to managers.
Book Synopsis Measuring the Effects of Online Advertising on Human Behavior Using Natural and Field Experiments by : Randall Aaron Lewis
Download or read book Measuring the Effects of Online Advertising on Human Behavior Using Natural and Field Experiments written by Randall Aaron Lewis and published by . This book was released on 2010 with total page 133 pages. Available in PDF, EPUB and Kindle. Book excerpt: This thesis investigates the effects of online advertising on human behavior: clicks, new-account sign-ups, and retail sales. Five chapters cover natural and field experiments used to measure these effects for both display and search advertising. The first chapter uses a natural experiment on the Yahoo! Front Page, aided by a flexible semiparametric model, to identify the causal effects of display ad frequency on internet users' responses as measured at the individual level by clicks and new-account sign-ups. Performance is heterogeneous regarding frequency and clickability; some campaigns exhibit significant decreasing returns to scale after one or two impressions while others show constant returns to scale even after fifty impressions. For some campaigns, a simple nonparametric regression which ignores selection bias finds increasing returns to scale, but none is found with the model that uses exogenous variation in views. Conversely, many campaigns that appear to exhibit diminishing returns when failing to account for selection, in fact, show little to no wear-out. The second chapter assesses the ability of online display advertising to attract new customers by analyzing a large-scale field experiment which exposed 3.7 million subjects to ads on Yahoo!. The number of new account sign-ups at an online business was tracked and shows a statistically significant impact of one of the two types of advertising campaigns. The ads served as Yahoo! run-of-network succeeded in generating a statistically significant increase in sign-ups of 8-14% relative to the control group. The ads shown on Yahoo! Mail did not produce a statistically significant increase in sign-ups. Despite being derived using millions of subjects, this estimate is quite noisy, with the upper bound of the 95% confidence interval estimate being a 15% increase in new customers. These estimates call into question click-only attribution models, as the number of users that clicked on an ad and converted is less than 30% of the estimated treatment effect. The third chapter asks, "Does advertising affect sales in a measurable way?" New technologies for tracking both sales and advertising at the individual level are used to investigate the effectiveness of brand advertising for a nationwide retailer. A controlled experiment on 1,577,256 existing customers measures the causal effect of advertising on actual purchases, overcoming the major hurdles regarding attribution typically encountered in advertising effectiveness research by exogenously varying exposure to the ads. Each customer was randomly assigned to treatment and control groups for an online advertising campaign for this retailer. Online brand advertising generated a statistically and economically significant effect on in-store sales for this retailer. The design of the experiment permits a demographic breakdown of the advertising's heterogeneous effects. Somewhat surprisingly, the effects are especially large for the elderly. Customers aged 65 and older, comprising only 5% of the experimental subjects, exhibited a 20% average increase in sales due to the advertising campaign, which represents 40% of the total effect among all age groups. The fourth chapter further investigates the effects of online advertising on sales. A quasi experimental approach is taken to analyze the randomized experiment in Chapter 3. Individual level data on ad exposure and weekly purchases at this retailer, both online and in stores, are combined and used to find statistically and economically significant impacts of the advertising on sales. The treatment effect persists for weeks after the end of an advertising campaign, and the total effect on revenues is estimated to be more than seven times the retailer's expenditure on advertising during the study. Additional results explore differences in the number of advertising impressions delivered to each individual, online and offline sales, and the effects of advertising on those who click the ads versus those who merely view them. The fifth chapter quantifies the externalities exerted among competing north ads in search advertising. "North" ads, or sponsored listings appearing just above the organic search results, generate the majority of clicks and revenues for search engines. The research question asks, "Does increasing the number of rival north ads decrease the number of clicks I receive on my own north ad?" A controlled experiment investigates this question and finds, surprisingly, that additional rival ads in the north tend to increase rather than decrease the click-through rate (CTR) of the top sponsored listing. Several possible explanations are proposed for this phenomenon, and directions for new theoretical models of sponsored search are suggested.
Book Synopsis Measuring Up by : Vickie Rutledge Shields
Download or read book Measuring Up written by Vickie Rutledge Shields and published by University of Pennsylvania Press. This book was released on 2013-03-01 with total page 225 pages. Available in PDF, EPUB and Kindle. Book excerpt: The mute gestures of advertising images are frozen for posterity by photographers and illustrators, gestures that, for better or worse, perpetuate a certain aesthetic and eventually become emblematic of a period. The images of today display the values of a society that has more interest in the body than the mind. They are technoenhanced labyrinths of unattainable appearances that leave women and men feeling horrified, estranged, and restricted by unrealistic, silent mandates. Measuring Up looks at advertising as more than just a way to extract money from unsuspecting people but as a vehicle for conveying the larger views of a confining, body-obsessed culture. By weaving theoretical and textual insights from feminist and cultural studies with the voices of real women and men, Measuring Up offers a unique reception analysis of the effects of repetitious exposure to advertisements of perfect bodies in our everyday lives. Shields examines a particular, complex relationship between the idealized images of gender we see in advertising and our own thoughts, feelings, and behavior in relation to these images. The study is unique in presenting audience reception in terms of ethnographic data, not textual interpretations alone. Measuring Up engages with and informs current theoretical debates within these sometimes complementary and sometimes contradictory literatures: feminist media studies, feminist film theory, critical social theory, cultural studies, and critical ethnography. This is an important work that explores the forms and channels of power used in one of the most insidious and overt means of mass influence in popular culture.
Book Synopsis Towards a Digital Attribution Model by : Anindya Ghose
Download or read book Towards a Digital Attribution Model written by Anindya Ghose and published by . This book was released on 2016 with total page 40 pages. Available in PDF, EPUB and Kindle. Book excerpt: The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique features of our data set that distinguish this paper from prior work are: (i) the information on the actual viewability of impressions and (ii) the duration of exposure to the display advertisements, both at the individual-user level. Employing a quasi-experiment enabled by our setting, we use difference-in-differences and corresponding matching methods as well as instrumental variable techniques to control for unobservable and observable confounders. We empirically demonstrate that mere exposure to display advertising increases users' propensity to search for the brand and the corresponding product; consumers engage both in active search exerting effort to gather information, and in passive search using information sources that arrive exogenously. We also find statistically and economically significant effect of display advertising on increasing consumers' propensity to make a purchase. Furthermore, our findings reveal that the longer the duration of exposure to display advertising, the more likely the consumers are to engage in direct search behaviors (e.g., direct visits) rather than indirect ones (e.g., search engine inquiries). We also study the effects of various types of display advertising (e.g., prospecting, retargeting, affiliate targeting, video advertising, etc.) and the different goals they achieve. Our framework for evaluating display advertising effectiveness constitutes a stepping stone towards causally addressing the digital attribution problem.
Book Synopsis Display Advertising Impact by : David Reiley
Download or read book Display Advertising Impact written by David Reiley and published by . This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: We study the impact of display advertising on user search behavior using a field experiment. In such an experiment, the treatment group users are exposed to some display advertising campaign, while the control group users are not. During the campaign and the post-campaign period we monitor the user search queries and we label them as relevant or irrelevant to the campaign using techniques that leverage the bipartite query-URL click graph. Our results indicate that users who are exposed to the advertising campaign submit 5% to 25% more queries that are relevant to it compared to the unexposed users. Using the social graph of the experiment users, we also explore how users are affected by their friends who are exposed to ads. Our results indicate that a user with exposed friends is more likely to submit queries relevant to the campaign, as compared to a user without exposed friends. The result is surprising given that the display advertising campaign that we study does not include any incentive for social action, e.g., discount for recommending friends.
