Czasopismo
2015
|
t. 16, z. 12, cz. 3 Marketing w teorii i praktyce
|
127--140
Tytuł artykułu
Autorzy
Warianty tytułu
Języki publikacji
Abstrakty
Planning the online presence in advertising campaign allows for presentation of coherent content and establishes the basis for future effectiveness increase. The paper aims at presenting the general model of planning and curating content of an online advertising campaign. Particular emphasis will be put on display tools, as in Poland they generate 45% of all digital advertisement spending. Article will briefly present comprehensive knowledge of the preparation phases of digital advertising and campaign planning according to SMART, AIDA and 5000/5 models, through the preparation of media content as well as enumeration of important steps for each campaign to determine the model of campaign billing, issuing and efficiency settlement. (original abstract)
Czasopismo
Rocznik
Strony
127--140
Opis fizyczny
Twórcy
autor
- Uniwersytet Łódzki
Bibliografia
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- Tarabasz A. (2012), E-komunikacja na rynku usług bankowych. Modele, narzędzia, zastosowanie, Wydawnictwo Uniwersytetu Łódzkiego, Łódź.
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Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171458869