Effective Display Advertising: Improving Engagement with Suitable Creative Formats Cover

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Effective Display Advertising: Improving Engagement with Suitable Creative Formats

NIM Marketing Intelligence Review

Volume 9 (2017): Issue 1 (May 2017)

By: Norris I. Bruce

Open Access

|Apr 2017

References

Bruce, Norris I.; Murthi, B.P.S.; Rao,Ram C. (2017): “A Dynamic Model for Digital Advertising: The Effects of Creative Formats, Message Content and Targeting on Engagement,” Forthcoming, Journal of Marketing Research10.2139/ssrn.2777698
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Lambrecht, Anja; Tucker, Catherine (2013): “When Does Retargeting Work? Information Specificity in Online Advertising,” Journal of Marketing Research, 50(5), pp. 561 - 576.
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DOI: https://doi.org/10.1515/gfkmir-2017-0009 | Journal eISSN: 2628-166X

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Language: English

Page range: 53 - 56

Published on: Apr 27, 2017

Published by: Nuremberg Institute for Market Decisions

In partnership with: Paradigm Publishing Services

Publication frequency: 2 issues per year

Keywords:

Display Advertising,

Click-Through Rates

Related subjects:

Business and economics,

Political economics,

Public finance and fiscal theory,

Business management,

Marketing, sales, customer relations,

Management, organization, corporate governance,

Business management, other

© 2017 Norris I. Bruce, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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