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Advertising Impression Measurement: ...

Regent University.

Advertising Impression Measurement: An Evaluation of Cross-Platform Advertising Delivery.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Advertising Impression Measurement: An Evaluation of Cross-Platform Advertising Delivery.
作者:	Smallwood, Edward E.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, 2018
面頁冊數:	187 p.
附註:	Source: Dissertation Abstracts International, Volume: 79-09(E), Section: A.
附註:	Adviser: John D. Keeler.
Contained By:	Dissertation Abstracts International79-09A(E).
標題:	Communication.
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10784581
ISBN:	9780355851106

Advertising Impression Measurement: An Evaluation of Cross-Platform Advertising Delivery.
Smallwood, Edward E.

Advertising Impression Measurement: An Evaluation of Cross-Platform Advertising Delivery. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 187 p.

Source: Dissertation Abstracts International, Volume: 79-09(E), Section: A.

Thesis (Ph.D.)--Regent University, 2018.

This study investigated perspectives of advertising experts in regard to the use and effectiveness of a cross-platform measure of advertising delivery (the impression) using personal interviews (N = 37). The study examined delivery metrics across major, advertising-supported media (content & device) by soliciting opinions from practitioners (agencies, media, clients, and researchers) and scholars. The perspectives of advertising impression measurement were evaluated through the general systems theory-based public relations process model of Long and Hazleton.

ISBN: 9780355851106Subjects--Topical Terms:

180335
Communication.

Advertising Impression Measurement: An Evaluation of Cross-Platform Advertising Delivery.
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520 $a The study found strong agreement among the participants that lack of cross-platform measurement was a problem and that ad impressions could provide a solution to the challenge. Participants also identified 15 obstacles to impression-based measurement. Similarities were far more common than differences between scholars and practitioners. The model meshed well with participant opinions. As such, an advertising process model (APM) was proposed as a broad representation of advertising that may allow for future advertising theory development. KEYWORDS: Advertising, Impression, Measurement, Model, Practitioner.
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