Behavioural targeting : an online analysis for efficient media planning? / Alice Klever.

Format:

Book

Author/Creator:

Klever, Alice.

Language:

English

Subjects (All):

Internet marketing.

Physical Description:

1 online resource (79 p.)

Edition:

1st ed.

Place of Publication:

Hamburg [Germany] : Diplomica Verlag, 2009.

Language Note:

English

Summary:

Consumers today are in the focus of a wide range of companies in a more and more global world, all of which implies an increase of marketing activities and hence an increase of advertising effort. Hundreds or even thousands of advertising messages are put in front of consumers every day through various media channels. However, every targeted customer has a very limited ability of perceiving advertising messages and even a smaller percentage of what has been recognized is considered as being relevant. Therefore consumers quite often feel harassed and overloaded by the mass of information, the q

Contents:

Behavioural Targeting: An Online Analysis for Efficient Media Planning?; Table of Contents; Introduction; 2. Media planning; 3. Online as advertising medium; 4. Targeting Online; 5. Behavioural Targeting; 6. Current state of affairs in BT; 7. Summary and final remark; 8. Bibliography

Notes:

Cover title.

Includes bibliographical references.

ISBN:

9783836624053

3836624052

OCLC:

679420967