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Advertising Effectiveness and Media Exposure

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Handbook of Marketing Decision Models

Part of the book series: International Series in Operations Research & Management Science ((ISOR,volume 254))

Abstract

This chapter updates the prior Advertising Models chapter, with a particular focus on advertising effectiveness. Moreover, effectiveness is examined in the context of multimedia advertising campaigns. This chapter also examines media selection models, particularly in an online environment.

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Author information

Authors and Affiliations

  1. Marketing Department, Monash University, Melbourne, Australia

    Peter J. Danaher

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  1. Peter J. Danaher
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Correspondence to Peter J. Danaher .

Editor information

Editors and Affiliations

  1. Rotterdam School of Management, Erasmus University, Rotterdam, South Holland, The Netherlands

    Berend Wierenga

  2. Department of Marketing, Hong Kong University of Science and Technology, Kowloon, Hong Kong

    Ralf van der Lans

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Danaher, P.J. (2017). Advertising Effectiveness and Media Exposure. In: Wierenga, B., van der Lans, R. (eds) Handbook of Marketing Decision Models. International Series in Operations Research & Management Science, vol 254. Springer, Cham. https://doi.org/10.1007/978-3-319-56941-3_15

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