Introduction

Sebastian Klapdor

Chapter 1 in Effectiveness of Online Marketing Campaigns, 2013, pp 1-6 from Springer

Abstract: Zusammenfassung The Internet has revolutionized how advertising works: while with traditional mass media, such as TV or newspapers, half the advertising spend is wasted on the wrong audience, advertising messages on digital channels can be tailored to individual consumers at low cost (Economist, 2006; Lewis, 2007).

Keywords: Efficient Frontier; Online Shop; Online Advertising; Advertising Message; Online Channel (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-01732-3_1

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DOI: 10.1007/978-3-658-01732-3_1

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