نتایج جستجو برای: one marketing campaigns
تعداد نتایج: 2057468 فیلتر نتایج به سال:
CONTEXT Health communication campaigns including mass media and health-related product distribution have been used to reduce mortality and morbidity through behavior change. The intervention is defined as having two core components reflecting two social marketing principles: (1) promoting behavior change through multiple communication channels, one being mass media, and (2) distributing a free ...
In order to more fully understand why individuals smoke menthol cigarettes, it is important to understand the perceptions held by youth and adults regarding menthol cigarettes. Perceptions are driven by many factors, and one factor that can be important is marketing. This review seeks to examine what role, if any, the marketing of menthol cigarettes plays in the formation of consumer perception...
We use geometric multivariate data analysis which has been termed a methodology for both the visualization and verbalization of data. The general objectives are data mining and knowledge discovery. In the first case study, we use the narrative surrounding very highly profiled tweets, and thus a Twitter event of significance and importance. In the second case study, we use eight carefully planne...
Individual targeting, a marketing strategy that firms target individual consumers with tailored offers, is currently a widespread practice. Customer data intermediaries (CDIs) have emerged recently to help firms learn their prospective customers and launch their target marketing campaigns. This paper uses a common-value auction framework to study how a CDI designs and differentiates its informa...
Search engine marketing is currently the most popular form of online advertising. Many advertising agencies and bloggers claim that the success of search engine marketing is driven by the ‘‘long tail”, defined in this research as the many less popular keywords employed by users to search the Internet, and suggest that search engine marketing campaigns need to have hundreds or thousands of keywo...
From time to time, marketers have concentrated on adopting various marketing techniques to attract consumers. Viral Marketing through internet is one such approach which breaks the traditional brick-and-mortar model of marketing. The objective is to build a suitable model that will explain the various determinants involved in designing viral marketing campaigns and its outcome in terms of consu...
The Google Online Marketing Challenge is an ongoing collaboration between Google and academics, in order to give students experiential learning. The Challenge gives student teams $US200 in AdWords, Google’s flagship advertising product, to develop online marketing campaigns for actual businesses. The end result is an engaging in-class exercise that provides students and professors with an excit...
Extensive research has been performed to develop appropriate machine learning techniques for different data mining problems, and has led to a proliferation of different learning algorithms. However, previous work has shown that no learner is generally better than another learner. For repeated data mining tasks practitioners have started conducting empirical comparison studies to determine the b...
Online Ad-fraud in Search Engine Advertising Campaigns - Prevention, Detection and Damage Limitation
Search Engine Advertising has grown strongly in recent years and amounted to about USD 60 billion in 2014. Based on real-world data of online campaigns of 28 companies, we analyse the incident of a hacked campaignaccount. We describe the occurred damage, i.e. (1) follow-up consequences of unauthorized access to the account of the advertiser, and (2) limited availability of short-term online cam...
Marketing experts consider the mobile device as an extremely promising marketing tool as it supports them to cope with their major challenge: getting time and attention from customers. Current mobile marketing research mostly covers success factors and acceptance analysis. Categorization, when addressed, lacks in appropriate foundation and is not linked to objectives at all. In this article we ...
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