Name
Title | ||
|---|---|---|
Corporate Advertising Web Sites - Effectiveness in Terms of Promotion, Communication and Relationship Marketing |
Abstract | ||
|---|---|---|
Academic research regarding advertising websites effectiveness and evaluation has been focused on two areas: defining factors that produce or affect advertising "effects" and providing guidance on their development and optimisation based on usability and functionality issues. This paper proposes and presents a conceptual framework of criteria for measuring the overall effectiveness of corporate advertising web sites supporting the idea of being used as a complete tool of promotion and relationship marketing, incorporating several approaches of previous related advertising effectiveness models. Primary research was conducted with the participation of 160 undergraduate and postgraduate students of the Applied Informatics Department. The importance of each criterion towards specific advertising effectiveness indicators and advertising effects was evaluate. |
Year | Venue | Keywords |
|---|---|---|
2007 | ICE-B 2007: PROCEEDINGS OF THE SECOND INTERNATIONAL CONFERENCE ON E-BUSINESS | webSite Advertising,effectiveness,promotion,relationship marketing |
Field | DocType | Citations |
Marketing management,Marketing research,Advertising research,Advertising,Computer science,Business marketing,Return on marketing investment,Marketing mix modeling,Digital marketing,Relationship marketing,Marketing | Conference | 0 |
PageRank | References | Authors |
0.34 | 1 | 3 |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Fotini Patsioura | 1 | 8 | 1.66 |
| Maro Vlachopoulou | 2 | 89 | 12.90 |
| Eleonora-ioulia Malama | 3 | 0 | 0.68 |