Advertising effectiveness and media exposure

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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 languageEnglish
Title of host publicationHandbook of Marketing Decision Models
EditorsBerend Wierenga, Ralf van der Lans
Place of PublicationCham Switzerland
PublisherSpringer
Pages463-481
Number of pages19
Edition2nd
ISBN (Electronic)978319569413
ISBN (Print)978319569390
DOIs
Publication statusPublished - 2017

Publication series

NameInternational Series in Operations Research and Management Science
PublisherSpringer
Volume254
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