Skip to main content
SpringerLink
Log in

Effective Online Advertising Strategy

  • Conference paper
  • First Online:
HCI International 2020 – Late Breaking Papers: Interaction, Knowledge and Social Media (HCII 2020)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12427))

Included in the following conference series:

  • 3510 Accesses

Abstract

The Internet has changed the way people, organizations and institutions communicate. Accordingly, advertising planning is undergoing a dramatic change from traditional ATL communication tools such as newspapers and magazines to non-traditional BTL tools such as mobile and Internet marketing.

Marketers can use online advertising to build their brands or to attract visitors to their Web sites. Online advertising can be described as advertising that appears while customers are surfing the Web, including banner and ticker ads, interstitials, skyscrapers, and other forms.

An effective advertising strategy for online advertising aims at targeting the right advertisement message to the right person at the right time.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Statista.com. https://de.statista.com/statistik/daten/studie/380715/umfrage/werbeausgaben-in-deutschland-prognose-nach-segmenten/. Accessed 22 Nov 2019

  2. Linkon, N.: Using e-mail marketing to build business, TACTICS, November, p. 16 (2004)

    Google Scholar 

  3. Hollensen, S., Opresnik, M.: Marketing: Principles and Practice, 2nd edition. Lübeck (2018)

    Google Scholar 

  4. Kotler, P., Armstrong, G., Opresnik, M.: Marketing: An Introduction, 14th ed. Berkshire, Omaha (2019)

    Google Scholar 

  5. Kumar, V., Shah, D.: Pushing and pulling on the internet. Market. Res. 16(1), 28–33 (2004)

    Google Scholar 

  6. Kotler, P., Hollensen, S., Opresnik, M.: Social Media Marketing – A Practitioner Guide, 3rd ed. Lübeck (2019)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Technische Hochschule Lübeck, Public Corporation, Mönkhofer Weg 239, 23562, Lübeck, Germany

    Marc Oliver Opresnik

Authors
  1. Marc Oliver Opresnik
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Marc Oliver Opresnik .

Editor information

Editors and Affiliations

  1. University of Crete and Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Constantine Stephanidis

  2. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

  3. University of West Florida, Pensacola, FL, USA

    June Wei

  4. Tokyo University of Science, Tokyo, Japan

    Sakae Yamamoto

  5. Tokyo City University, Tokyo, Japan

    Hirohiko Mori

  6. Towson University, Towson, MD, USA

    Gabriele Meiselwitz

  7. Missouri University of Science and Technology, Rolla, MO, USA

    Fiona Fui-Hoon Nah

  8. Missouri University of Science and Technology, Rolla, MO, USA

    Keng Siau

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Opresnik, M.O. (2020). Effective Online Advertising Strategy. In: Stephanidis, C., et al. HCI International 2020 – Late Breaking Papers: Interaction, Knowledge and Social Media. HCII 2020. Lecture Notes in Computer Science(), vol 12427. Springer, Cham. https://doi.org/10.1007/978-3-030-60152-2_31

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-60152-2_31

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-60151-5

  • Online ISBN: 978-3-030-60152-2

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation