Advertising effectiveness and media exposure

Peter J. Danaher

doi:10.1007/978-3-319-56941-3_15

Advertising effectiveness and media exposure

Peter J. Danaher

Department of Marketing

Research output: Chapter in Book/Report/Conference proceeding › Chapter (Book) › Research › peer-review

5 Citations (Scopus)

Abstract

This chapter updates the prior Advertising Models chapter, with a particular focus on advertising effectiveness. Moreover, effectiveness is examined in the context of multimedia advertising campaigns. This chapter also examines media selection models, particularly in an online environment.

Original language	English
Title of host publication	Handbook of Marketing Decision Models
Editors	Berend Wierenga, Ralf van der Lans
Place of Publication	Cham Switzerland
Publisher	Springer
Pages	463-481
Number of pages	19
Edition	2nd
ISBN (Electronic)	978319569413
ISBN (Print)	978319569390
DOIs	https://doi.org/10.1007/978-3-319-56941-3_15
Publication status	Published - 2017

Publication series

Name	International Series in Operations Research and Management Science
Publisher	Springer
Volume	254
ISSN (Print)	0884-8289

Cite this

Danaher, P. J. (2017). Advertising effectiveness and media exposure. In B. Wierenga, & R. van der Lans (Eds.), Handbook of Marketing Decision Models (2nd ed., pp. 463-481). (International Series in Operations Research and Management Science; Vol. 254). Springer. https://doi.org/10.1007/978-3-319-56941-3_15

@inbook{8d90280f7d5d4ceea938ed35b70a671b,

title = "Advertising effectiveness and media exposure",

abstract = "This chapter updates the prior Advertising Models chapter, with a particular focus on advertising effectiveness. Moreover, effectiveness is examined in the context of multimedia advertising campaigns. This chapter also examines media selection models, particularly in an online environment.",

author = "Danaher, {Peter J.}",

year = "2017",

doi = "10.1007/978-3-319-56941-3_15",

language = "English",

isbn = "978319569390",

series = "International Series in Operations Research and Management Science",

publisher = "Springer",

pages = "463--481",

editor = "Berend Wierenga and {van der Lans}, Ralf",

booktitle = "Handbook of Marketing Decision Models",

edition = "2nd",

}

Advertising effectiveness and media exposure. / Danaher, Peter J.

Handbook of Marketing Decision Models. ed. / Berend Wierenga; Ralf van der Lans. 2nd. ed. Cham Switzerland : Springer, 2017. p. 463-481 (International Series in Operations Research and Management Science; Vol. 254).

Research output: Chapter in Book/Report/Conference proceeding › Chapter (Book) › Research › peer-review

TY - CHAP

T1 - Advertising effectiveness and media exposure

AU - Danaher, Peter J.

PY - 2017

Y1 - 2017

N2 - This chapter updates the prior Advertising Models chapter, with a particular focus on advertising effectiveness. Moreover, effectiveness is examined in the context of multimedia advertising campaigns. This chapter also examines media selection models, particularly in an online environment.

AB - This chapter updates the prior Advertising Models chapter, with a particular focus on advertising effectiveness. Moreover, effectiveness is examined in the context of multimedia advertising campaigns. This chapter also examines media selection models, particularly in an online environment.

UR - http://www.scopus.com/inward/record.url?scp=85024492458&partnerID=8YFLogxK

U2 - 10.1007/978-3-319-56941-3_15

DO - 10.1007/978-3-319-56941-3_15

M3 - Chapter (Book)

AN - SCOPUS:85024492458

SN - 978319569390

T3 - International Series in Operations Research and Management Science

SP - 463

EP - 481

BT - Handbook of Marketing Decision Models

A2 - Wierenga, Berend

A2 - van der Lans, Ralf

PB - Springer

CY - Cham Switzerland

ER -

Access to Document

10.1007/978-3-319-56941-3_15

Link to publication in Scopus