Advertising effectively influences older users : how field experiments can improve measurement and targeting
Randall A. Lewis, David H. Reiley
| Year of publication: |
2014
|
|---|---|
| Authors: | Lewis, Randall A. ; Reiley, David H. |
| Published in: |
Review of industrial organization : RIO. - Dordrecht [u.a.] : Springer Science + Business Media B.V., ISSN 0889-938X, ZDB-ID 638140-6. - Vol. 44.2014, 2, p. 147-159
|
| Subject: | Ad effectiveness | Age | Gender | Field experiment | Online advertising | Targeting | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Feldforschung | Field research | Experiment | Zielgruppe | Target group | Konsumentenverhalten | Consumer behaviour | Geschlecht | Altersgruppe | Age group | Ältere Menschen | Elderly people |
| Extent: | Ill., graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010375270