Impacts of Online Advertising on Business Performance

Tereza Semerádová (Technical University of Liberec, Czech Republic) and Petr Weinlich (Technical University of Liberec, Czech Republic)

Indexed In: SCOPUS

Publication Status: E-Book and Print Version Available for Purchase

ISBN13: 9781799816188

ISBN13 Softcover: 9781799816195

EISBN13: 9781799816201

DOI: 10.4018/978-1-7998-1618-8

Description:

Creating a brand´s image to ultimately sell promoted products has made digital advertising a key instrument for reaching marketing and business goals for many companies. In order to expand fan bases, promote company culture, and engage in communication with current customers, business professionals have made monitoring the impact of their advertisements a fundamental priority.

Impacts of Online Advertising on Business Performance is a collection of innovative research that merges the theoretical background presented in the scientific research with the practical experience and real-life data originating from real advertising campaigns and website traffic. While highlighting topics including data analytics, digital advertising, and consumer behavior, this book is ideally designed for managers, marketers, advertisers, business administrations, researchers, industry professionals, investors, academicians, and students concerned with the management of online marketing activities.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Branding
Consumer Behavior
Customer Analytics
Data Analytics
Digital Advertising
Digital Media
E-Business
E-Commerce
Marketing Communications
User Experience

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Tereza Semerádová works as a research assistant at the department of informatics at the Technical University of Liberec. Her primary research areas include online marketing strategies, user experience design and advertising efficiency. Along with her academic activities, Tereza also participates in numerous marketing projects where she operates as a consultant on Facebook ads, Google Adwords and website analytics. Tereza is a specialist at dynamic ads and remarketing.

Petr Weinlich is a research assistant at the department of informatics at the Technical University of Liberec. He specializes in multimedia, web design and creative marketing content. He has both academic and professional experience. His skills include professional sound processing, green screen production, vector graphics, photo editing, animation and optimization of video content for advertising systems. Petr participated in many marketing projects as art director and designer.

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