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Advertising management influence effctiveness of online advertising: A study of white-collar workers in online advertising context
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Online advertising which is a new form of communication provides interactivity between advertisers and consumers.

This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd in this dissertation. Based on the questionnaies of white-collar workers, the empirical data was collected.

The conclusion which can be drawn from this study is that there is clear evidence that good management will improve cognitive,affective and conative degree of consumer behavior.

Place, publisher, year, edition, pages
2010. , p. 67
Keywords [en]
: Online advertising, interactivity, advertising mangement, hirachy of effectiveness
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-4868OAI: oai:DiVA.org:hh-4868DiVA, id: diva2:325368
Presentation
2010-06-02, 13:00 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-06-22 Created: 2010-06-18 Last updated: 2010-06-22Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf