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Advertising management influence effectiveness of online advertising

Được đăng lên bởi Shiroi Shichi
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University of Halmstad
School of Business and Engineering
Master International Marketing

Advertising management influence
effectiveness of online advertising
--A study of white-collar workers in online
advertising context

Master’s Dissertation in International Marketing
Authors: Jin Ma

870705-T044

Handan Liu

800218-T157

Supervisor: Gabriel Baffour Awuah
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ACKNOWLEDGEMENT
This dissertation has been written during the spring semester of 2010 at Halmstad
University.

First of all, we would like to sincerely acknowledge to our supervisor Mr. Gabriel
Baffour Awuah. We have learned a great deal from his constructive suggestions and
valuable assistance for our dissertation, both in the seminars and supervisions.

Secondly, we want to express our gratitude towards all the students in the other two
seminar groups, particularly our opponents who also provide us with helpful advices.

Thirdly, we are extraordinary thankful to our friends who take part in our research as
respondents. We appreciate their time to complete the questionnaires which constitute
our emprical data.

Last but not least, we are much obliged to our parents for the spiritual support they
provide during the whole thesis-writing process. Despite the far distance between
China and Sweden, they always offer us with courage and confidence via phones and
online communication tools.

Halmstad, 2010
Jin Ma and Handan Liu

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ABSTRACT

Online advertising which is a new form of communication provides interactivity
between advertisers and consumers.
This dissertation is focusing on how advertising management influence the
effectiveness of online advertising.The theoretical framework of this study mainly
contains the advertising management and effectiveness of effects model.These two
models are combined together in an analytical model where a connection between the
two theories is explained that will be used as a foundation in gathering and analyzing
the empirical findings. The quatitative research strategy is appliedd in this dissertation.
Based on the questionnaies of white-collar workers, the empirical data was collected.
The conclusion which can be drawn from this study is that there is clear evidence that
good management will improve cognitive,affective and conative degree of consumer
behavior.

Key words: Online advertising, interactivity, advertising mangement, hirachy of
effectiveness.

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TABLE OF CONTENTS
1 Introduction ..................................................................
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University of Halmstad
School of Business and Engineering
Master International Marketing
Advertising management influence
effectiveness of online advertising
--A study of white-collar workers in online
advertising context
Master’s Dissertation in International Marketing
Authors: Jin Ma 870705-T044
Handan Liu 800218-T157
Supervisor: Gabriel Baffour Awuah
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