Measuring The Effectiveness Of Image And Linkage Advertising
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Measuring The Effectiveness Of Image And Linkage Advertising
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Author : Arch Woodside
language : en
Publisher: Praeger
Release Date : 1996-08-20
Measuring The Effectiveness Of Image And Linkage Advertising written by Arch Woodside and has been published by Praeger this book supported file pdf, txt, epub, kindle and other format this book has been release on 1996-08-20 with Business & Economics categories.
His book also covers the details of evaluating the effectiveness of competing advertising media and ways to do useful advertising-to-sales conversion studies, within budget and in a timely manner. Well illustrated with tables and figures, and drawing upon important practical and academic research, Dr. Woodside's book will be essential reading for advertising, marketing, and sales executives and their colleagues in the academic community.
Measuring Advertising Effectiveness
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Author : William D. Wells
language : en
Publisher: Psychology Press
Release Date : 2014-03-05
Measuring Advertising Effectiveness written by William D. Wells and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-03-05 with Business & Economics categories.
This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Measuring Advertising Effectiveness
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Author : William D. Wells
language : en
Publisher: Psychology Press
Release Date : 2014-03-05
Measuring Advertising Effectiveness written by William D. Wells and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-03-05 with Business & Economics categories.
This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
Management Science Applications In Tourism And Hospitality
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Author : Zheng Gu
language : en
Publisher: Routledge
Release Date : 2014-01-27
Management Science Applications In Tourism And Hospitality written by Zheng Gu and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-27 with Business & Economics categories.
Find out how accurate forecasting and analysis can prevent costly mistakes! Management Science Applications in Tourism and Hospitality examines innovative tools for evaluating performance and productivity in tourism offices, hotels, and restaurants. This collection of recent studies focuses on two important topics of management science: forecasting and a relatively new analytical methodology called data envelopment analysis (DEA). This book will show you how tourism forecasting accuracy can be enhanced and how DEA can be used to benchmark productivity and improve advertisement efficiency. Management Science Applications in Tourism and Hospitality provides you with a useful blend of analysis from both theory and real-data perspectives. This book uses case studies, application techniques, and expert advice to review various productivity measurement methods and compare them to DEA, revealing DEA’s strengths, weaknesses, and its potential in the operating environment. With Management Science Applications in Tourism and Hospitality, you’ll be able to: utilize destination benchmarking perform multiunit restaurant productivity assessments using DEA conduct hotel labor productivity assessments using DEA measure and benchmark productivity in the hotel sector using DEA model tourism demand use an improved extrapolative hotel room occupancy rate forecasting technique forecast short-term planning and management for a casino buffet restaurant apply city perception analysis (CPA) for destination positioning decisions This book is generously enhanced with tables and figures to substantiate the research. Management Science Applications in Tourism and Hospitality is valuable for hospitality and tourism educators and graduate students learning and doing research in operation analysis. Savvy executives and professionals who want to improve efficiency in their industry will also benefit from the techniques illustrated in this timely guide.
Tourism Management
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Author : Arch G. Woodside
language : en
Publisher: CABI
Release Date : 2007-12-18
Tourism Management written by Arch G. Woodside and has been published by CABI this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-12-18 with Business & Economics categories.
Planning and implementing successful tourism programmes requires in depth predictions of tourist behaviour. This title provides coverage of sense making, planning, implementing, evaluating and administering tourism marketing and management programmes. It offers useful descriptions, tools, and examples of tourism management decision-making.
Jmr Journal Of Marketing Research
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Author :
language : en
Publisher:
Release Date : 2001
Jmr Journal Of Marketing Research written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Marketing research categories.
Measuring Advertising Effectiveness
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Author : Darrell Blaine Lucas
language : en
Publisher: Facsimiles-Garl
Release Date : 1985
Measuring Advertising Effectiveness written by Darrell Blaine Lucas and has been published by Facsimiles-Garl this book supported file pdf, txt, epub, kindle and other format this book has been release on 1985 with Business & Economics categories.
Practical Methods Of Measuring Advertising Effectiveness
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Author : John L. Palshaw
language : en
Publisher:
Release Date : 1975
Practical Methods Of Measuring Advertising Effectiveness written by John L. Palshaw and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1975 with Advertising categories.
Measuring The Effectiveness And Efficiency Of Influencer Marketing
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Author : Simon Schäppi
language : en
Publisher:
Release Date : 2019
Measuring The Effectiveness And Efficiency Of Influencer Marketing written by Simon Schäppi and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with categories.
Within a few years, influencer marketing has become a multi-billion dollar industry. While social media platforms provide a wide array of data on influencer's posts, interpreting it correctly to measure the effectiveness and efficiency remains a large challenge. This thesis examines the current state of measuring influencer marketing by highlighting the reasons for its importance, the challenges involved and the current methods used to approach optimal measurement. On the basis of a literature review, an empirical study is conducted with qualitative expert interviews with practitioners, agencies and independent experts. This knowledge is then applied in a case study in collaboration with a company from the activewear industry. The findings display that measuring is crucial to justify the investment and to learn and improve the current conduct. However, it faces severe difficulties: Focusing and formulating clear objectives despite the many possibilities, the inherent loss of control to influencers and platforms, multiple undetectable fraud possibilities, the probable lack of correlation between audience engagement and the value of product placements and limited trackability of awareness and image effects. While best practice has yet to be established, multiple reliable methods to measure the effectiveness and efficiency were found such as the use of affiliate links and voucher codes to track traffic and sales, calculation of metrics such as the net reach among the target group, extraction of the influencer media value and conducting a qualitative sentiment analysis. Recommended is a company- and objective-specific selection of multiple metrics. The case study displays that establishing the cause and effect connections linking influencer marketing to the financial result is universally beneficial, while the full application of the elaborated influencer marketing balanced scorecard is only suggested if influencer marketing is at t.
Effectiveness Of Influencer Marketing
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Author : Jane Johne
language : en
Publisher: Springer Nature
Release Date : 2023-06-15
Effectiveness Of Influencer Marketing written by Jane Johne and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-06-15 with Business & Economics categories.
Influencers are defined as independent opinion leaders on social media networks who influence the attitudes of their followers through blogs, tweets and the use of other social media. As a result, influencer marketing has become an integral part of brands' marketing strategies. This book has the overarching goal to examine the impact of influencer marketing on consumer behavior and the resulting business success. The first empirical project explicitly examines the question of which influencer characteristics should be considered in the selection process in order to increase different campaign metrics along the consumer decision journey. Campaign data from several brands is used for the project and is extended with survey data from a large-scale consumer survey. The second empirical project examines how the influencer marketing channel, compared to other firm and consumer activities, affects consumer interest and firm performance. The project uses historical data from one of Europe's largest specialized online retailers and analyzes it in a time series model.