Internet advertising has come of age; yet little is known in research and practice about how digital channel advertising really works. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. As one of the first empirical studies built on a solid theoretical base, the results of this thesis constitute an important starting point for future research in online advertising and enable practitioners to improve the effectiveness of online advertising through a more differentiated campaign management approach.
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Internet advertising has come of age; yet little is known in research and practice about how digital channel advertising really works. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. As one of the first empirical studies built on a solid theoretical base, the results of this thesis constitute an important starting point for future research in online advertising and enable practitioners to improve...
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