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Advertising Effectiveness and Media Exposure

In: Handbook of Marketing Decision Models

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  • Peter J. Danaher

    (Monash University)

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.

Suggested Citation

  • Peter J. Danaher, 2017. "Advertising Effectiveness and Media Exposure," International Series in Operations Research & Management Science, in: Berend Wierenga & Ralf van der Lans (ed.), Handbook of Marketing Decision Models, edition 2, chapter 0, pages 463-481, Springer.
    • Handle: RePEc:spr:isochp:978-3-319-56941-3_15
    DOI: 10.1007/978-3-319-56941-3_15
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    Cited by:

    1. Marc Fischer, 2019. "Practice Prize Paper–Managing Advertising Campaigns for New Product Launches: An Application at Mercedes-Benz," Marketing Science, INFORMS, vol. 38(2), pages 343-359, March.
    2. Schreiner, Timo & Rese, Alexandra & Baier, Daniel, 2019. "Multichannel personalization: Identifying consumer preferences for product recommendations in advertisements across different media channels," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 87-99.
    3. Radka Bauerová & Veronika Braciníková & Tereza Ikášová & Dominik Švarc & Lucie Vavrušková, 2021. "Nepřeskočitelnost reklamy v kontextu výkonnostního marketingu: literární rešerše a definování designu experimentu," Working Papers 0071, Silesian University, School of Business Administration.
    4. Garrett Johnson & Julian Runge & Eric Seufert, 2022. "Privacy-Centric Digital Advertising: Implications for Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 9(1), pages 49-54, June.

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