Measuring the efficiency of digital advertising
| dc.contributor.author | Pergelova, Albena | |
| dc.contributor.author | Angulo-Ruiz, Fernando | |
| dc.date.accessioned | 2024-04-08T17:50:39Z | |
| dc.date.available | 2024-04-08T17:50:39Z | |
| dc.date.issued | 2017 | |
| dc.description.abstract | ...this chapter's objective is to synthesize the digital advertising effectiveness/ efficiency literature, propose a model that incorporates a broader set of metrics, including consumer empowerment, and outline a methodological measurement approach that can capture the diversity of inputs and outputs (both consumer and advertiser-controlled) generated as a result of digital advertising campaigns. Current Ways to Measure Digital Advertising Effects In this section, we provide a review of the digital advertising effectiveness literature, organizing it around two themes: advertiser-controlled inputs into the ad campaign and consumer-controlled inputs (Rodgers &Thorson, 2000), with the caveat that the distinction is fluid because of the consumer-advertiser interaction and interdependence in the process (Stewart & Pavlou, 2002). The review is not meant to be exhaustive, but rather is to illustrate the types of inputs into and outcomes from digital advertising campaigns. | |
| dc.description.uri | https://library.macewan.ca/full-record/cat00565a/8123785 | |
| dc.identifier.citation | Pergelova, A., & Angulo-Ruiz , F. (2017) Measuring the efficiency of digital advertising. In S. Rodgers, & E. Thorson (Eds.) Digital advertising, 3rd Edition, Routledge, Taylor & Francis Group. | |
| dc.identifier.isbn | 9781138654426 | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14078/3503 | |
| dc.language.iso | en | |
| dc.rights | All Rights Reserved | |
| dc.subject | advertising campaigns | |
| dc.subject | digital advertising | |
| dc.title | Measuring the efficiency of digital advertising | en |
| dc.type | Book Chapter |