Título: Measures of Advertisement Effectiveness. Principles and Practice
Autor: Roland Moeller
Sinopse: Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Bayreuth (Lehrstuhl für BWL III: Marketing & Konsumentenverhalten), course: Seminararbeit zur Spezialisierung Marketing, language: English, abstract: This paper deals with advertisement effectiveness and how it can be measured. Advertisements have to be well created by companies to target their audience. How can this be accomplished? Also, is there a possibility to measure the effectiveness of such ads? What are the measures for effective advertisements? The paper gives suggestions which measures should be picked and an overview of those. This is followed by recent research and different points of view from scholars on this topic. Advertisement effectiveness and how it is measured is a large research topic. Not only for researchers but lately increasingly important for managers due to cost allocation and huge expanses. It is discussed since decades with constantly new developments and updates due to researchers. Through this process many new views on different measures emerged making it more and more complex for advertisers by considering which advertisement will generate the most profit. Since then, marketing science has created many good models which will be presented in this paper. Do you want to experience a 100 meter bungee jump? Or a tremendously fast race in a formula 1 sports car? Do you prefer a survival march through a tropical forest after paragliding down a mountain? These extraordinary adventures are sold as services by companies like Jochen Schweizer. Advertisement effectiveness and how it is measured is a large research topic. Not only for researchers but lately increasingly important for managers due to cost allocation and huge expanses. It is being discussed since decades with constantly new developments and updates due to researchers.
Contexto da obra
Quando a classificação é mais ampla, o contexto do livro costuma depender ainda mais de autoria, tema e edição. “Measures of Advertisement Effectiveness. Principles and Practice”, de Roland Moeller, publicado pela editora GRIN Verlag, em 2021 e com 17 páginas, integra a categoria Livros Variados. Por isso, autoria, edição e tema acabam tendo ainda mais peso na forma de apresentar o livro.
Editora: GRIN Verlag
Páginas: 17
Ano: 2021
Edição:
Linguagem: eng
ISBN: 3346359204
ISBN13: 9783346359209
Sobre a editora
Os livros da editora GRIN Verlag apresentam um perfil acadêmico e analítico, focado em trabalhos universitários e pesquisas detalhadas. A leitura costuma envolver temas que transitam entre ciências sociais, humanidades e áreas aplicadas, com textos que exploram desde estudos culturais e históricos até análises econômicas e tecnológicas. O tom é predominantemente formal e didático, com densidade informativa que exige atenção para captar as argumentações e os detalhes técnicos. O catálogo traz obras que privilegiam a reflexão crítica e a exposição fundamentada, com narrativas que oscilam entre o descritivo e o interpretativo, atendendo a um público interessado em aprofundar temas específicos e acadêmicos.
