Relevant bibliographies by topics / Internet advertising – Evaluation

Academic literature on the topic 'Internet advertising – Evaluation'

Author: Grafiati
Published: 10 December 2022
Last updated: 29 January 2023

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Journal articles on the topic "Internet advertising – Evaluation"

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Chiagouris, Larry, and Iris Mohr. "An Evaluation of the Effectiveness of Internet Advertising Tools." Journal of Internet Commerce 3, no. 3 (October 6, 2004): 41–61. http://dx.doi.org/10.1300/j179v03n03_03.

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Sun, Dan. "Application of Traditional Culture in Intelligent Advertising Design System in the Internet Era." Scientific Programming 2022 (April 27, 2022): 1–12. http://dx.doi.org/10.1155/2022/7596991.

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This paper focuses on the application of traditional culture in the intelligent advertising design system in the internet era. The existence form of traditional culture is abstract and vivid. It is extremely charming when used in advertising design. It is unique and subtle and has the beauty of holding a pipa half-covered. The classic colors reveal the splendor of history, which is fascinating, and it seems to want people to integrate into it and appreciate its beauty. This paper, firstly, introduces the background of traditional culture and intelligent advertising design and discusses its significance and innovation. Combined with the research methods and experiments put forward by the related work, the advertising system model is, firstly, proposed. The process of ad request processing, system hardware topology, and ad real-time bidding process are introduced. It will talk about the feature association algorithm in advertising design, explain the linear logistic regression and nonlinear algorithms, and describe the GBDT feature processing process. It combines stochastic gradient descent, decision trees, etc., to calculate ad click-through rates. It also explained the allocation algorithm of traffic and quality and market competition in advertising design. It is guided by a probabilistic filtering mechanism that tests ad spend, bidding, and market competition. Finally, the effect evaluation experiment of intelligent advertising system based on traditional culture fusion is carried out. It displays the application of traditional culture, such as Dunhuang Feitian and blue and white porcelain, Huizhou architecture, and Miao embroidery. It uses pictures to show its beauty, and it compares the advertising situation in the perspective of traditional culture and modern fashion. It is concluded that the introduction of traditional culture into advertisements is more attractive. Through the establishment of an outdoor advertising evaluation system based on face gesture recognition to calculate the pedestrian parking viewing rate, it is concluded that the system has a very high accuracy rate and a very small error, only 3.76%, which can be effectively applied to actual scenarios.
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LOZOVSKA, Hanna, Aliona LAZUTKINA, and Lesia DONETS. "TARGET ADVERTISING AS A TOOL OF ADVERTISING MANAGEMENT AND EVALUATION OF ITS EFFECTIVENESS INDICATORS." Ukrainian Journal of Applied Economics 5, no. 4 (December 2, 2020): 184–91. http://dx.doi.org/10.36887/2415-8453-2020-4-21.

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Introduction. Studies have shown that despite the fact that advertising management tools, including tools for promoting goods on the Internet have a high degree of development in the scientific works, many problems caused by the new economic conditions have not yet been reflected in them. Assessing the effectiveness of the use of various online advertising tools and the feasibility of their use for specific types of consumer goods has become extremely relevant for many businesses affected by the 2020 crisis. The purpose of this article is research of target advertising as a tool of advertising management and evaluation of its effectiveness. Results. In this article, such an advertising management tool as target advertising was analyzed, key indicators of its effectiveness were evaluated in social networks Facebook and Instagram in different periods of 2020 on the example of Instagram-women's shoe store, as well as the impact on these indicators of 2020 crisis and quarantine measures, which were introduced in Ukraine during the year. The dynamics of such indicators as the cost of a click on the ad, the cost of 1000 ad impressions, the cost of the order, etc. The dynamics of such indicators as cost of 1000 impressions of an advertisement, cost of a click (transition on advertising), CRT (click-through rate) and cost of one order of goods are analyzed. The analysis was conducted in different periods of 2020: before quarantine, in the spring, during quarantine, after quarantine. The vector of attention in the article is aimed at determining the causes and factors that caused significant fluctuations in the effectiveness of consumer goods advertising on social networks. Conclusions. The Internet as a media channel is characterized by high efficiency due to the significant spread and the ability to attract the target audience. Target advertising is one of the most effective tools of advertising management, as it focuses on the interests, habits, tastes and preferences of the target audience. Thus, it demonstrates its high efficiency, especially in the context of the COVID-19 pandemic, when most consumers shop online. Keywords: marketing, advertising management, online advertising, target advertising, social networks, key performance indicators, cost per click, cost per 1000 impressions.
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Zu, Ruizhi. "The Validity of Visual Communication Design of Online Advertisement Based on Interactivity." Computational Intelligence and Neuroscience 2022 (July 8, 2022): 1–9. http://dx.doi.org/10.1155/2022/2485809.

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Today’s society is a society of Internet information, especially the rapid development of new media that is the most distinctive project today. New media has changed the way traditional media are disseminated, and the advertising industry has made new developments with the rapid development of new media, especially with the rise of online advertising, making the dissemination of advertising more influential. In modern advertising information, online advertising has become very influential. This study aims at how to achieve user-matching push and set the right price is the two major problems of Internet advertising push, through the analysis of the emergence and development of network advertising and visual elements in network advertising, starting from the problems appearing in modern online advertisements, and studying the visual communication design in online advertisements. In this paper, a neural network model and a fuzzy comprehensive evaluation decision model are designed; so as to make our online advertisements rich in national characteristics and really cause online users’ active clicks. The experimental results show that the proposed method achieves good results and verifies the effectiveness of the model.
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Wang, Heyong, and Canxin Lin. "Research on Effect Evaluation of Online Advertisement Based on Resampling Method." Mathematical Problems in Engineering 2020 (December 21, 2020): 1–15. http://dx.doi.org/10.1155/2020/4617581.

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With the rapid development of the Internet, the online advertising market has become larger and larger. Online advertisers often execute their advertising strategies based on the effect of online advertisements, so it is necessary to evaluate the advertising effect because it determines whether advertisers can display effective advertisements continually and remove ineffective advertisements timely. In practical scenarios, the quantity of ineffective online advertisements is always larger than that of effective online advertisements. The imbalanced distribution of them will bring serious bias to the evaluation models. We propose an improved undersampling method based on clustering (termed UBOC) to overcome the data imbalance. It can balance the advertising data into a more suitable data distribution. In addition, we adopt a new evaluation index for the effect evaluation of online advertisements based on C5.0 decision tree. Experimental results indicate the excellent performance of UBOC and the practical application of evaluation index for online advertisements. They can provide an effective evaluation of online advertisements and achieve the early removal of ineffective advertisements for advertisers, which will greatly increase the revenue brought by advertisements.
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Pettigrew, Simone, Liudmila Tarabashkina, Michele Roberts, Pascale Quester, Kathy Chapman, and Caroline Miller. "The effects of television and Internet food advertising on parents and children." Public Health Nutrition 16, no. 12 (May 1, 2013): 2205–12. http://dx.doi.org/10.1017/s1368980013001067.

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AbstractObjectiveThe current study examined the impact of television and Internet food advertising on Australian parents and children.DesignParents and their children aged 8 to 14 years were exposed to a television advertisement, an Internet advertisement or a control picture for four commonly advertised energy-dense, nutrient-poor foods.SettingOnline web panel survey, Australia.SubjectsParents (n1302) and their children aged 8 to 14 years (n1302).ResultsAfter a single exposure to each advertisement, parent respondents in the two exposure conditions evaluated the products more favourably, had a greater desire to consume the products and thought the product could be consumed more frequently than those in the control condition. Similar trends were observed among children, although the differences were statistically significant only for the frequency of food consumption in the Internet advertisement condition and the evaluation of one product.ConclusionsThe results have implications for assumptions of adults’ immunity to advertising. This is of particular importance in efforts to address child obesity and the reliance on parents to mediate the effects of food advertising.
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Malei, A., T. Serada, and A. Malei. "ONLINE VIDEO ADVERTISING: MEANING, TYPOLOGY AND EFFICIENCY ASSESSMENT." Vestnik of Polotsk State University. Part D. Economic and legal sciences, no. 13 (December 1, 2021): 74–80. http://dx.doi.org/10.52928/2070-1632-2021-58-13-74-80.

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The purpose of the study, is to formulate the concept of "online video advertising " as an object of online marketing, to generalize its types and build a system of performance evaluation indicators. Based on the study of interpretation and content of the definition of "advertising" and its types, presented by different scientific domestic and foreign schools and scientists, the authors derived the definition of "online video advertising" by highlighting the features of advertising, and also presented the typology of video advertising on the Internet based on the proposed classification attributes: the location, technical execution, and task of video advertising. The authors also proposed a system to assess the effectiveness of online video advertising based on two groups of metrics: primary (determined based on the actions of online users) and targeted (aimed at assessing the specific goals of the marketing campaign), which can objectively evaluate the success and productivity of video advertising.
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Ha, Louisa. "Active Participation and Quiet Observation of Adforum Subscribers." Journal of Advertising Education 2, no. 1 (May 1, 1997): 4–19. http://dx.doi.org/10.1177/109804829700200102.

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This paper investigates the factors underlying the active participation and quiet observation of subscribers of adforum, an electronic discussion group for advertising educators. Results of an electronic mail survey of the subscribers and a content analysis of the messages posted by the subscribers show that, even though the respondents have a quite positive evaluation of the group, many refrained from contributing messages. Advertising on the internet and ethical issues were the most frequently discussed topics during the study period.
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Kim, Juran, and Sally J. McMillan. "Evaluation of Internet Advertising Research: A Bibliometric Analysis of Citations from Key Sources." Journal of Advertising 37, no. 1 (April 2008): 99–112. http://dx.doi.org/10.2753/joa0091-3367370108.

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Uribe, Rodrigo, Pedro Hidalgo, and Carolina Martinez. "Developing campaigns in the context of a disaster." Disaster Prevention and Management 24, no. 1 (February 2, 2015): 100–114. http://dx.doi.org/10.1108/dpm-02-2014-0029.

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Purpose – The purpose of this paper are to determine: how disasters are used as a theme in advertising; how the public evaluates different ways of using disasters in advertising; what dimensions directly affect these evaluations; and what aspects should be taken into account by an organization that wants or need to develop a campaign after a disaster. Design/methodology/approach – This paper presents two studies examining the relationship between catastrophes and advertising in the context of the February 2010 earthquake in Chile. The first study scrutinizes the characteristics of print ads that used this event as their main theme. The second study evaluates the reactions of consumers to different types of post-catastrophe ads. This issue was explored in a survey on the attitudes toward and credibility of these ads and in a qualitative examination, which explored the reasons for the interviewees’ evaluation. Findings – The first study identified nine types of advertisements as the most used by advertisers. The second study showed that the most common ad types had the worst evaluations by the public. In addition, the evaluation of the ads was directly related to three dimensions: opinion with regard to the advertised brand, evaluation of the ad’s performance, and perception of commercial intent. Research limitations/implications – It is important to consider some limitations of this study: this paper used only print advertising, and the sample was selected from Chilean internet users (50 percent of the population). Practical implications – This paper provides recommendations for for-profit and non-profit organizations that need or want to effectively develop campaigns in the context of a disaster. Originality/value – Within the context of a few studies on the development of campaigns in the context of a catastrophe, this paper seeks to test and expand upon the scarce findings in this field.
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Dissertations / Theses on the topic "Internet advertising – Evaluation"

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Baosuwan, Kunthorn. "The study to determine customers preference of using claims system via the internet at National Insurance Company Limited, Thailand." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2939.

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Лисяна, О. О. "Комунікативна політика в системі маркетингу ЗАТ «Житомирські ласощі»." Thesis, Одеський національний економічний університет, 2020. http://dspace.oneu.edu.ua/jspui/handle/123456789/12665.

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У роботі розглядаються теоретичні аспекти основ комунікаційної політики на підприємстві. Проаналізовано маркетингову політику комунікацій ЗАТ «Житомирські ласощі», складено загальну характеристику діяльності кондитерської фабрики, наведено маркетинговий аналіз ключових показників діяльності компанії. Запропоновано рекомендації щодо вдосконалення комплексу маркетингових комунікацій ЗАТ «Житомирські ласощі», розроблений стратегічний план управління комунікативною політикою та виконана оцінка його ефективності.
The paper considers the theoretical aspects foundations of communication policy in the enterprise. The marketing policy of communications of CJSC "Zhytomyr lasoshchi" is analyzed, the general characteristic of activity of confectionery factory is made, the marketing analysis of key indicators of activity of the company is resulted . Recommendations on improvement of a complex of marketing communications of CJSC Zhytomyrski Lasoshchi are offered, the strategic plan of management of a communicative policy is developed and the estimation of its efficiency is executed.
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Gengatharen, Denise E. "Assessing the success and evaluating the benefits of government-sponsored regional internet-trading platforms for small and medium enterprises: A Western Australian perspective." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2006. https://ro.ecu.edu.au/theses/65.

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The Internet has been viewed as an opportunity for small and medium enterprises (SMEs) to efficiently compete in the global arena with their larger counterparts by overcoming distance and size. However, research has shown that actual uptake of Internet e-commerce by SMEs has been lagging behind that of larger companies. Fearing a growing digital divide between large companies and SMEs, some governments have taken specific measures to encourage SME participation in ecommerce. One of the more direct government initiatives to hasten the progression of SMEs on the e-commerce adoption curve is the creation, sponsorship and management of regional Internet trading platforms for these enterprises. Such a move is predicated on the belief that these platforms will offer SMEs a low-cost introduction to participation in Internet trading platforms without the need for significant technology investments, allowing them to reap benefits like lower costs, improved customer service and new levels of innovation through knowledge-sharing.
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Bensheimer, Krista. "Marketing on the Web : an evaluation of Mount Zion Christian School's use of the Web as a marketing tool to support its mission and goals /." 2006. http://www.mtzionschool.com.

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Books on the topic "Internet advertising – Evaluation"

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Convert!: Designing web sites to increase traffic and conversion. Indianapolis, IN: Wiley, 2011.

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Smart Internet Surfing: Evaluating Websites and Advertising. Lerner Publishing Group, 2016.

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Smart Internet Surfing: Evaluating Websites and Advertising. Lerner Publishing Group, 2016.

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Lindeen, Mary. Smart Internet Surfing: Evaluating Websites and Advertising. Lerner Publishing Group, 2016.

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Ho, Candice L. M. Advertising on the Internet: An evaluation of Web sites regarding advertising of telecommunications products and/or services. 1999.

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Effectiveness Of Online Marketing Campaigns An Investigation Into Online Multichannel And Search Engine Advertising. Springer-Verlag Berlin and Heidelberg GmbH &, 2013.

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Lindeen, Mary, and Intuitive. Smart Internet Surfing: Evaluating Websites and Advertising. Lerner Publishing Group, 2017.

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Lindeen, Mary, and Intuitive. Smart Internet Surfing: Evaluating Websites and Advertising. Lerner Publishing Group, 2017.

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Lindeen, Mary. Smart Internet Surfing: Evaluating Websites and Advertising. Lerner Publishing Group, 2017.

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Lindeen, Mary. Smart Internet Surfing: Evaluating Websites and Advertising. Lerner Publishing Group, 2017.

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Book chapters on the topic "Internet advertising – Evaluation"

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Shen, Jiaxing, Yi Lau, and Jiannong Cao. "Data-Driven Mall Advertising." In Smart Marketing With the Internet of Things, 123–38. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-5763-0.ch007.

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Mall advertising is a critical factor for retailers to gain revenue. Traditional mall advertising strategies mainly rely on impression and empiricism which might be inefficient and result in a waste of resources. Recent research demonstrates that the effectiveness of advertisements can be affected by exposure time and relevance to customers. Authors in this chapter propose a data-driven approach to achieve these goals using fine-grained trajectories of customers. They first preprocess the trajectories and model the floorplan. Then detect stopping locations where customers stay for relatively long time and analyze the correlation between different locations. They also detect customers' facing directions at each stopping location. Lastly, according to the correlation of stopping locations and customers' facing direction, appropriate advertising locations and contents can be determined. According to evaluation analysis, the proposed approach can significant improve average advertisement exposure time and advertisement relevance by 75% and 58%, respectively.
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Shi, Nansi, and David Bennett. "Deploying Internet Commerce in Lottery Businesses." In Internet Commerce and Software Agents, 58–73. IGI Global, 2001. http://dx.doi.org/10.4018/978-1-930708-01-3.ch004.

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Commerce is essentially the exchange of goods and services in various forms between sellers and buyers, together with associated financial transactions. Electronic Commerce (EC) is the process of conducing commerce through electronic means, including any electronic commercial activity supported by IT (information technology) (Adam and Yesha, 1996; Kambil, 1997; Yen, 1998). In this sense, EC is not totally new. Industries have used various EC platforms such as advertising on TV and ordering by telephone or fax. Internet Commerce (IC), or Web Commerce, is a specific type of EC (Maddox, 1998; Minoli D. and Minoli E., 1997). While some traditional EC platforms such as TV and telephone have been used to build “TV-gambling” and “telephone-betting” systems for conducting lottery business, Internet Lottery Commerce (ILC) has been assessed as the most promising type of EC in the foreseeable future. There are many social and moral issues relating to the conduct of lottery business on-line. However, this chapter does not debate these but deals only with business and technology issues. The purpose of this chapter is to provide a structured guide to senior executives and strategic planners who are planning on, or interested in, ILC deployment and operation. The guide consists of several stages: (1) an explanation of the industry segment’s traits, value chain, and current status; (2) an analysis of the competition and business issues in the Internet era and an evaluation of the strategic resources; (3) a planning framework that addresses major infrastructure issues; and (4) recommendations comprising the construction of an ILC model, suggested principles, and an approach to strategic deployment. The chapter demonstrates the case for applying the proposed guideline within the lottery business. Faced with a quickly changing technological context, it pays special attention to constructing a conceptual framework that addresses the key components of an ILC model. ILC fulfils the major activities in a lottery commerce value chain—advertising, selling and delivering products, collecting payments for tickets, and paying prizes. Although the guideline has been devised for lottery businesses, it can be applied to many other industry sectors.
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Hameed, Shahul. "Consumer Trust and Confidence in Internet Commerce." In Internet Commerce and Software Agents, 43–57. IGI Global, 2001. http://dx.doi.org/10.4018/978-1-930708-01-3.ch003.

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The Internet network is rapidly becoming more and more popular among companies as an avenue to do business. It has made it easy for them to advertise, market their products and services, and communicate with their customers. Advertising and marketing on the Internet offers the promise of huge profits. Sellers, though, are not the only ones to reap benefits from the Internet. Purchasing products over the Net has also become extremely beneficial. It is faster than the traditional process of mail ordering, and various on-line support forums provide advice that is not found in manuals, catalogs, or brochures. Over the last few years, retail and computer experts have called the Internet the hottest marketing trend and the new consumer market. There are a number of benefits which Internet commerce could potentially deliver to consumers—convenience, wide choice of products, better product information, new types of products and services, and even lower prices. Nevertheless, the actual volume of consumer buying on the Internet is still small, a tiny fraction of worldwide consumer purchases. At the heart of this phenomenon of Internet commerce are the most essential concerns of the consumer—trust, confidence, and protection. Trust, itself, represents an evaluation of information, an analysis that requires decisions about the value of specific information in terms of several factors. Methodologies are being constructed to evaluate information more systematically, to generate decisions about increasingly complex and sophisticated relationships. In turn these methodologies about information and trust will strongly influence the growth of the Internet as a medium for commerce. In this new business environment, consumers find themselves increasingly in the driver’s seat, holding a tremendous amount of purchasing power over providers and sellers. They are empowered because they now have access to a worldwide assortment of suppliers—the Web gives them the power to buy from anyone, anywhere, anytime. The consumers, therefore, want to have control over the collection and use of their personal data and to have appropriate redress mechanisms available in the event of a problem.
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Filimonov, Oleg Igorevich. "Specifics of a Virtual Business as an Object of Valuation: Special Value Factors and Risks." In The Influence of Creative Industries on the Russian Economy: Service, Hospitality, Advertising and Others, 54–88. Publishing house Sreda, 2022. http://dx.doi.org/10.31483/r-101943.

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The development of the electronic economy, due to the widespread use of information and communication technologies, and the emergence of new specific types of virtual business operating on the Internet, require a revision of the theoretical and methodological concepts traditionally used in the analysis and evaluation of a typical business. Therefore, the study of a virtual business as an object of valuation is quite relevant, since it has special value factors and risks associated with the specifics of this business. Particular attention is paid to such a representative of a virtual business as advertising exchange, since it is important to take into account the specific factors and risks of this type of electronic commerce when conducting a valuation, which is a promising goal of the author in his further research.
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Kawamura, Yoji. "An Attempt of the Commercial Film Production Support System Based on the Image Rhetoric of Commercial Film." In Computational and Cognitive Approaches to Narratology, 118–39. IGI Global, 2016. http://dx.doi.org/10.4018/978-1-5225-0432-0.ch004.

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This chapter describes the concepts behind a Commercial Film Production Support System (CFPSS) in terms of related studies in the areas of advertising, image techniques and rhetoric, cognitive science, and information engineering. The chapter then analyzes the structure of commercial films to establish and describe an information system that is tested with a viewing experiment. The proposed system reflects the environment by implementing basic image techniques to create commercial films through an interaction between the users and the system. The experiment uses commercial films for beer with 55 participants. The results show that evaluations for image types related to the advertising story generate the most interest and high evaluations for the provider type of rhetoric stimulates willingness to buy. In terms of technique, mise-en-scène and editing attracts interest, and the advertising story associated with the product function and the supporting production and distribution stimulates willingness to buy.
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Kawamura, Yoji. "An Attempt of the Commercial Film Production Support System Based on the Image Rhetoric of Commercial Film." In Advances in Linguistics and Communication Studies, 292–317. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7979-3.ch007.

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This chapter describes the concepts behind a commercial film production support system (CFPSS) in terms of related studies in the areas of advertising, image techniques and rhetoric, cognitive science, and information engineering. The chapter then analyzes the structure of commercial films to establish and describe an information system that is tested with a viewing experiment. The proposed system reflects the environment by implementing basic image techniques to create commercial films through an interaction between the users and the system. The experiment uses commercial films for beer with 55 participants. The results show that evaluations for image types related to the advertising story generate the most interest and high evaluations for the provider type of rhetoric stimulates willingness to buy. In terms of technique, mise-en-scène and editing attracts interest, and the advertising story associated with the product function and the supporting production and distribution stimulates willingness to buy.
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Wang, Xuerui, Wei Li, Ying Cui, Ruofei Zhang, and Jianchang Mao. "Click-Through Rate Estimation for Rare Events in Online Advertising." In Advances in Multimedia and Interactive Technologies, 1–12. IGI Global, 2011. http://dx.doi.org/10.4018/978-1-60960-189-8.ch001.

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In online advertising campaigns, to measure purchase propensity, click-through rate (CTR), defined as a ratio of number of clicks to number of impressions, is one of the most informative metrics used in business activities such as performance evaluation and budget planning. No matter what channel an ad goes through (display ads, sponsored search or contextual advertising), CTR estimation for rare events is essential but challenging, often incurring with huge variance, due to the sparsity in data. In this chapter, to alleviate this sparsity, we develop models and methods to smoothen CTR estimation by taking advantage of the natural data hierarchy or by clustering and data continuity in time to leverage information from data close to the events of interest. In a contextual advertising system running at Yahoo!, we demonstrate that our methods lead to significantly more accurate estimation of CTRs.
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Eklund, Patrik. "Reinforcement Learning in Social Media Marketing." In Advances in Marketing, Customer Relationship Management, and E-Services, 30–48. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-5077-9.ch003.

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In this chapter, the authors describe an architecture for reinforcement learning in social media marketing. The rule bases used for action selection within the architecture build upon many-valued (fuzzy) logic. Action evaluation and internal learning is based on neural network like structures. In using variables measuring the effect of advertising, we must understand direction of influence between advertiser, owning the content of the advertisement, and advertisee, as the target of an advertisement, and as facilitated by social media marketing. Examples are drawn from Facebook marketing.
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Eklund, Patrik. "Reinforcement Learning in Social Media Marketing." In Research Anthology on Applying Social Networking Strategies to Classrooms and Libraries, 836–53. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-6684-7123-4.ch045.

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In this chapter, the authors describe an architecture for reinforcement learning in social media marketing. The rule bases used for action selection within the architecture build upon many-valued (fuzzy) logic. Action evaluation and internal learning is based on neural network like structures. In using variables measuring the effect of advertising, we must understand direction of influence between advertiser, owning the content of the advertisement, and advertisee, as the target of an advertisement, and as facilitated by social media marketing. Examples are drawn from Facebook marketing.
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Basal, Bilgen. "On-Line Media Planning and On-Line Media Common Measurement Currencies." In Handbook of Research on Effective Advertising Strategies in the Social Media Age, 105–24. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8125-5.ch006.

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This chapter examines on-line media planning techniques and the common on-line measurement metrics, which are used in evaluating the effectiveness of an advertising campaign. It uses highly accessible and scalable Web-based and mobile communication techniques, which turn communication into interactive dialogue as opposed to traditional media. On-line media planning is analyzed in four different dimensions, such as on-line display advertising, performance marketing, social media marketing, and mobile advertising. In addition to this, the meanings and the implications of some concepts such as on-page and off-page search engine optimization and search engine marketing, impression, cost per thousand impressions, also click through rate, pay per click, cost per lead. Please note that conversion and engagement rates are also investigated in this chapter. Social media tools in building the social media strategy such as Facebook social graph, custom audiences, lookalike audiences, interest analysis, and Google analytics also receive special attention.
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Conference papers on the topic "Internet advertising – Evaluation"

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Chen, Fei-long. "Notice of Retraction: Research on Evaluation Index and Method of Internet Advertising Effect." In 2010 2nd International Conference on E-business and Information System Security (EBISS 2010). IEEE, 2010. http://dx.doi.org/10.1109/ebiss.2010.5473736.

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Kutluk, Aysegül. "Guerilla Marketing on the Internet and an Evaluation on the Tourism Industry." In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00765.

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At the present time, managements which can see and use alterations, they can remain stand and strive with their competitors. Changes are in managements only able to possible by using new strategies, that can make a management comperior under the competition clause. These strategies are: last trends, fun promotions, flash mobbings, guerrilla advertising and even the viral applications that can make people unwittingly a marketer. On the other hand, at the first times, while guerilla marketing was a method that small scale enterprise can struggle against the big bussiness, nowadays it is a very simple method which every management can apply easily.The aim of guerilla marketing is to make more sales, like traditional marketing. But, the methods that used, are different from eachother. This method try to find with very low budget some works, that will take place more higher from other traditional marketing methods' effects. This works have to be effective, different, enjoyable and unforgetable. That is possible to see them in out,on ethernet and somewhere of our life. Especially, these activities are organized contemplated by advertising agencies; diversified according to the imagination of the creators. Guerilla marketing and the other similar marketings are done especially online network in tourism sector of Turkey. The purpose of this study; is increasing the awareness of guerilla marketing as an alternative method in academic and sectorel context, that can increase the sales of tourism managements and at the same time can provide quickly and easily reach to their target group.
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Katkeviča, Santa, and Aina Strode. "Projection Mapping Method in Advertising Design." In 80th International Scientific Conference of the University of Latvia. University of Latvia Press, 2022. http://dx.doi.org/10.22364/htqe.2022.71.

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Projection mapping is a projection technique used in video or interactive installations to project on irregularly shaped objects, adapting to their unique structure. The projection mapping technique dates back to the late 1960s, where it was mostly used for special film effects and film studio amusement parks. This technique was academically recognized in 1990 by the Office of the Future research experiment. Since then, projection mapping techniques have gained popularity and thus available programs have been created. Over the last decade, it has become extremely widespread around the world, especially in technologically advanced countries, with a tendency to advertise a product in a large format. This is a promising technology that can have a major impact on non-computer technology or design industries. Such as museums, libraries, universities, and various historical sites that want to get modern opportunities to present their specifics, services, and many other informative aspects. In this way, the public is offered to get acquainted with the offers in an attractive and interactive way. The aim of the article is to determine the evaluation criteria of the developed digital products by studying the essence of the projection mapping method, its use in advertising design. Research methods: theoretical – research and analysis of literature and Internet resources; empirical – expert interviews, analysis of analogues. Within the framework of the research, the following evaluation criteria were developed for the evaluation of projection mapping installations: Adequacy of the used method; Uniqueness of the content; Adequacy of the use of the programs; Cyclicality; Location of the projection. The criteria can be used by professionals as well as anyone interested in developing an original digital installation design.
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Çevik Çedikçi, Tuğçe, and Gonca Yıldırım. "A Research Study on the Public Relations & Publicity and Advertising Students Accreditation Perception Within the Scope of Quality Management." In COMMUNICATION AND TECHNOLOGY CONGRESS. ISTANBUL AYDIN UNIVERSITY, 2021. http://dx.doi.org/10.17932/ctcspc.21/ctc21.015.

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Everything rapidly changes in economic, political, social, and cultural terms during this information and communication era. In this context, higher education institutions need to improve and renew their educationtraining systems and administrative mentalities to meet today’s and future necessities. Therefore, Total Quality Management (TQM), which is meeting the necessities of internal and external stakeholders with the participation of all employees under increasing competitive pressure, has lately started to be included in the administrative mentalities of higher education institutions. In this regard, accreditation processes become part of sustaining the quality by improving and auditing its compliance with various standards and rules. This study examined accreditation perceptions of students of the Advertising program that was in the process of accreditation, and Public Relations and Publicity Program accredited by the ILEDAK, the authorized organization in the accreditation evaluations of the communications faculties in Turkey. This study aimed to compare the accreditation perceptions of students from two different departments, one of which was accredited within the scope of TQM and the other wasn’t. Since accreditation processes in the communication faculties just started a few years ago, no manuscript was written on the perception of accreditation in this field. This study is one of the first studies conducted on Public Relations and Advertising Programs in Turkey, making it authentic and more important compared to other studies. This study was based on the data of a questionnaire performed on 261 students reached through the convenience sampling method. Accreditation perceptions of the students studying in Public Relations and Publicity program that was accredited were higher compared to students of the Advertising program that was not accredited, and surprisingly, Advertising students had higher awareness related to this subject.
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Kamada, Kouki, Anna Endo, Naoki Takahashi, Takashi Sakamoto, and Toshikazu Kato. "Analysis of How Impressions are Fixed After One Week of Listening to Music Using Subjective Evaluation and Brain Activity Measurement." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001763.

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In advertising and marketing, information is often repeatedly presented to consumers to increase their interest and sensitivity. This method is based on what is known in psychology as the ‘mere exposure effect’. In contrast, there is a growing interest in "neuromarketing," the application of brain science ideas to marketing, and the relationship between various psychological effects and brain activity in marketing. Brain measurements have also been used to study the mere exposure effect.However, although there have been various neuroscientific studies and verifications of the mere exposure effect, there have been few experiments that involve multiple exposure to stimuli across days. Therefore, we measured brain activity to investigate the effect of stimulus presentation across multiple days on impressions.In this study, we conducted an experiment in which subjects listened to music every day for a week. On the first day, when the subjects listened to the music for the first time, we conducted subjective evaluations of liking and brain function measurements. The next day, they listened to the music once every day, at home, for five days. On the last day, six days after the first day, we conducted the same subjective evaluation and brain function measurements as on the first day. To create music stimuli that the subjects had never perceived before, an automatic music creation tool was used.During brain activity measurement using optical topography, we focused on the change in the impression of likeability. In optical topography, the change in the concentration of Oxy-Hb in the brain blood flow was measured as a time-series data volume based on functional near-infrared spectroscopy (fNIRS). In the human brain, the amount of Oxy-Hb in specific activity areas increases with time. By measuring the increase and decrease in Oxy-Hb, we can understand how the subject responds to stimuli.We experimented with 10 healthy right-handed undergraduate and graduate students in their 20s (8 men and 2 women, average age 22.6 years) who provided informed consent, following the rules of the Ethics Committee of Chuo University.Consequently, the verification of impression evaluation, which is a subjective evaluation, showed that the impression evaluation increased significantly from the first day to the last day. At this point, it can be said that the mere exposure effect occurred through repeated listening. An analysis of the brain blood flow data showed that the prefrontal cortex became more active during the processing of negative impressions. In particular, the activity of the DLPFC may be deeply involved in the judgment of impressions. Although this was considered a hypothetical event in the previous study, it was clarified in this study without contradicting the data. The results also suggest a new possibility that the brain activity of first impressions can be used to estimate how impressions change in the future. These results may be useful in the field of neuromarketing for predicting long-term advertising effects.
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Chu, Kyounghee, Doo-Hee Lee, and Ji Yoon Kim. "A STUDY ON THE EFFECT OF VERBAL BRAND PERSONIFICATION ON CONSUMER EVALUATION IN ADVERTISING: FOCUSED ON THE INTERNAL AND EXTERNAL PERSONIFICATION." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.08.05.

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