Moderating effects of Internet advertising:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
2010
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Enth. Zeitschriftenaufsätze |
| Beschreibung: | XIII, 214 S. Ill., graph. Darst. |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV036703547 | ||
| 003 | DE-604 | ||
| 005 | 20110523 | ||
| 007 | t | ||
| 008 | 101005s2010 ad|| m||| 00||| eng d | ||
| 035 | |a (OCoLC)705884543 | ||
| 035 | |a (DE-599)BSZ330696343 | ||
| 040 | |a DE-604 |b ger | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-N2 |a DE-12 |a DE-945 |a DE-739 |a DE-83 |a DE-473 |a DE-188 |a DE-703 | ||
| 082 | 0 | |a 659.144 |2 22//ger | |
| 084 | |a QP 650 |0 (DE-625)141922: |2 rvk | ||
| 100 | 1 | |a Spilker-Attig, Andrea Maria Renate |d 1980- |e Verfasser |0 (DE-588)141570946 |4 aut | |
| 245 | 1 | 0 | |a Moderating effects of Internet advertising |c von Andrea Maria Renate Attig-Spilker |
| 264 | 1 | |c 2010 | |
| 300 | |a XIII, 214 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Enth. Zeitschriftenaufsätze | ||
| 502 | |a Aachen, Techn. Hochsch., Diss., 2010 | ||
| 650 | 0 | 7 | |a Effizienz |0 (DE-588)4013585-8 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Werbewirkungsanalyse |0 (DE-588)4244492-5 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Online-Marketing |0 (DE-588)7706419-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Online-Werbung |0 (DE-588)7636951-1 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4113937-9 |a Hochschulschrift |2 gnd-content | |
| 689 | 0 | 0 | |a Online-Marketing |0 (DE-588)7706419-7 |D s |
| 689 | 0 | 1 | |a Effizienz |0 (DE-588)4013585-8 |D s |
| 689 | 0 | |5 DE-604 | |
| 689 | 1 | 0 | |a Online-Werbung |0 (DE-588)7636951-1 |D s |
| 689 | 1 | 1 | |a Werbewirkungsanalyse |0 (DE-588)4244492-5 |D s |
| 689 | 1 | |5 DE-188 | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020621922&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-020621922 | ||
Datensatz im Suchindex
| _version_ | 1804143344552509440 |
|---|---|
| adam_text | Titel: Moderating effects of Internet advertising
Autor: Spilker-Attig, Andrea Maria Renate
Jahr: 2010
Moderating effects of Internet advertising - Framework
Overview of Contents
1 Introduction.................................................................................................1
1.1 The challenge of marketing accountability...............................................................1
1.2 Practical relevance.....................................................................................................2
1.3 Expected contribution................................................................................................4
1.4 Overview of the four papers......................................................................................7
1.5 Research structure....................................................................................................11
2 Conceptualfoundations............................................................................13
2.1 Advertising Channel effectiveness...........................................................................13
2.2 Advertising on the World Wide Web......................................................................14
2.3 Online advertising Channels.....................................................................................21
3 Theoreticalframework.............................................................................31
3.1 Selection of the theoretical framework....................................................................31
3.2 The Elaboration Likelihood Model.........................................................................33
3.3 The Modified Elaboration Likelihood Model.........................................................35
3.4 Critical examination................................................................................................40
4 Customer groups as moderators..............................................................43
4.1 Pricelevel as moderator..........................................................................................43
4.2 Culture as moderator...............................................................................................45
4.3 Customer relationship as moderator........................................................................48
5 Appendix....................................................................................................53
6 References..................................................................................................64
Research Papers...............................................................................................81
VI________________________________Modcraung cffccls of Internet advertising - Framework
Contents
Geleitwort.............................................................................................................
Vorwort............................................................................................................
Summa ry...........................................................................................................
V
Overview of Contents........................................................................................
Contents.............................................................................................................
Listoffigures................................................................................................VI11
Listoftables......................................................................................................IX
XI
Listofabbreviations.........................................................................................
1 Introduction.................................................................................................
1.1 The challenge of marketing aecountability...............................................................
2
1.2 Practica! relevance....................................................................................................
1.3 Expected contribution...............................................................................................
n
1.4 Overview of the four papers......................................................................................
1.5 Research strueture...................................................................................................
2 Conceptualfoundations............................................................................13
2.1 Advertising Channel effectiveness..........................................................................13
2.2 Advertising on the World Wide Web.....................................................................14
2.2.1 Special features of online advertising.............................................................l6
2.2.2 New approach to measure advertising success...............................................17
2.3 Online advertising Channels....................................................................................21
2.3.1 Affiliatebanner...............................................................................................21
2.3.2 Affiliate price comparison..............................................................................24
2.3.3 Affiliate coupon loyalty........................... ............................25
Moderating effects of Internet advertising - Framework VII
2.3.4 Newsletter/E-mail...........................................................................................27
2.3.5 Search engine marketing.................................................................................29
3 Theoreticalframework.............................................................................31
3.1 Selection of the theoretical framework....................................................................31
3.2 The Elaboratton Likelihood Model.........................................................................33
3.3 The Modified Elaboration Likelihood Model.........................................................35
3.4 Critical examination................................................................................................40
4 Customer groups as moderators..............................................................43
4.1 Price level as moderator..........................................................................................43
4.2 Culture as moderator...............................................................................................45
4.3 Customer relationship as moderator........................................................................48
4.3.1 The customer s relationship............................................................................48
4.3.2 Customer segmentation...................................................................................49
4.3.3 How to address the groups via different marketing Channels..........................51
5 Appendix....................................................................................................53
6 References..................................................................................................64
I Paper: Effectiveness of online marketing Channels: A price
level-dependentanalysis..........................................................................81
II Paper: Advertising effectiveness in the World Wide Web: A
cross-culturalcomparison.....................................................................109
III Paper: Effectiveness of online marketing Channels:
Differentiating between existing and new customers.........................142
IV Paper: Effectiveness of online advertising Channels: How to
attract inactive customers?...................................................................180
|
| any_adam_object | 1 |
| author | Spilker-Attig, Andrea Maria Renate 1980- |
| author_GND | (DE-588)141570946 |
| author_facet | Spilker-Attig, Andrea Maria Renate 1980- |
| author_role | aut |
| author_sort | Spilker-Attig, Andrea Maria Renate 1980- |
| author_variant | a m r s a amrs amrsa |
| building | Verbundindex |
| bvnumber | BV036703547 |
| classification_rvk | QP 650 |
| ctrlnum | (OCoLC)705884543 (DE-599)BSZ330696343 |
| dewey-full | 659.144 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.144 |
| dewey-search | 659.144 |
| dewey-sort | 3659.144 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Thesis Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01775nam a2200433 c 4500</leader><controlfield tag="001">BV036703547</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20110523 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">101005s2010 ad|| m||| 00||| eng d</controlfield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)705884543</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BSZ330696343</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-N2</subfield><subfield code="a">DE-12</subfield><subfield code="a">DE-945</subfield><subfield code="a">DE-739</subfield><subfield code="a">DE-83</subfield><subfield code="a">DE-473</subfield><subfield code="a">DE-188</subfield><subfield code="a">DE-703</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.144</subfield><subfield code="2">22//ger</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 650</subfield><subfield code="0">(DE-625)141922:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Spilker-Attig, Andrea Maria Renate</subfield><subfield code="d">1980-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)141570946</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Moderating effects of Internet advertising</subfield><subfield code="c">von Andrea Maria Renate Attig-Spilker</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="c">2010</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XIII, 214 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Enth. Zeitschriftenaufsätze</subfield></datafield><datafield tag="502" ind1=" " ind2=" "><subfield code="a">Aachen, Techn. Hochsch., Diss., 2010</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Effizienz</subfield><subfield code="0">(DE-588)4013585-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbewirkungsanalyse</subfield><subfield code="0">(DE-588)4244492-5</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Online-Marketing</subfield><subfield code="0">(DE-588)7706419-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Online-Werbung</subfield><subfield code="0">(DE-588)7636951-1</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4113937-9</subfield><subfield code="a">Hochschulschrift</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Online-Marketing</subfield><subfield code="0">(DE-588)7706419-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Effizienz</subfield><subfield code="0">(DE-588)4013585-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Online-Werbung</subfield><subfield code="0">(DE-588)7636951-1</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Werbewirkungsanalyse</subfield><subfield code="0">(DE-588)4244492-5</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020621922&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-020621922</subfield></datafield></record></collection> |
| genre | (DE-588)4113937-9 Hochschulschrift gnd-content |
| genre_facet | Hochschulschrift |
| id | DE-604.BV036703547 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:46:10Z |
| institution | BVB |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020621922 |
| oclc_num | 705884543 |
| open_access_boolean | |
| owner | DE-N2 DE-12 DE-945 DE-739 DE-83 DE-473 DE-BY-UBG DE-188 DE-703 |
| owner_facet | DE-N2 DE-12 DE-945 DE-739 DE-83 DE-473 DE-BY-UBG DE-188 DE-703 |
| physical | XIII, 214 S. Ill., graph. Darst. |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| record_format | marc |
| spelling | Spilker-Attig, Andrea Maria Renate 1980- Verfasser (DE-588)141570946 aut Moderating effects of Internet advertising von Andrea Maria Renate Attig-Spilker 2010 XIII, 214 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Enth. Zeitschriftenaufsätze Aachen, Techn. Hochsch., Diss., 2010 Effizienz (DE-588)4013585-8 gnd rswk-swf Werbewirkungsanalyse (DE-588)4244492-5 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Online-Werbung (DE-588)7636951-1 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Online-Marketing (DE-588)7706419-7 s Effizienz (DE-588)4013585-8 s DE-604 Online-Werbung (DE-588)7636951-1 s Werbewirkungsanalyse (DE-588)4244492-5 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020621922&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Spilker-Attig, Andrea Maria Renate 1980- Moderating effects of Internet advertising Effizienz (DE-588)4013585-8 gnd Werbewirkungsanalyse (DE-588)4244492-5 gnd Online-Marketing (DE-588)7706419-7 gnd Online-Werbung (DE-588)7636951-1 gnd |
| subject_GND | (DE-588)4013585-8 (DE-588)4244492-5 (DE-588)7706419-7 (DE-588)7636951-1 (DE-588)4113937-9 |
| title | Moderating effects of Internet advertising |
| title_auth | Moderating effects of Internet advertising |
| title_exact_search | Moderating effects of Internet advertising |
| title_full | Moderating effects of Internet advertising von Andrea Maria Renate Attig-Spilker |
| title_fullStr | Moderating effects of Internet advertising von Andrea Maria Renate Attig-Spilker |
| title_full_unstemmed | Moderating effects of Internet advertising von Andrea Maria Renate Attig-Spilker |
| title_short | Moderating effects of Internet advertising |
| title_sort | moderating effects of internet advertising |
| topic | Effizienz (DE-588)4013585-8 gnd Werbewirkungsanalyse (DE-588)4244492-5 gnd Online-Marketing (DE-588)7706419-7 gnd Online-Werbung (DE-588)7636951-1 gnd |
| topic_facet | Effizienz Werbewirkungsanalyse Online-Marketing Online-Werbung Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020621922&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT spilkerattigandreamariarenate moderatingeffectsofinternetadvertising |