Study I: Effectiveness of Multichannel Online Advertising

Sebastian Klapdor

Chapter 4 in Effectiveness of Online Marketing Campaigns, 2013, pp 51-74 from Springer

Abstract: Zusammenfassung Chapter 2 shows that consumers increasingly use the Internet to purchase goods and services. To benefit from this growth, firms increasingly invest in digital advertising, and budgets have climbed steadily over the past several years.

Keywords: Information Channel; Navigation Channel; Online Advertising; Online Channel; Conversion Probability (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-658-01732-3_4

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