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Auswirkungen verschiedener Werbeformen im Internet auf Einstellung, Erinnerung und Kaufabsicht
(2009)
The present bachelor- thesis studies the influence of three online advertisements (banner, streaming ad and interstitial) on attitude, recall and purchase intention with an experiment. It has an introduction to online advertising and the examined advertisements as well as a review of the three theoretical main focuses of analyzes. The experiment was organized within an online questionnaire. 358 test persons participated. The collected data was verified on differences by correlation matrix and analysis of variance.
An empirical study to evaluate the location of advertisement panels by using a mobile marketing tool
(2009)
The efficiency of marketing campaigns is a precondition for business success. This paper discusses a technique to transfer advertisement content vie Bluetooth technology and collects market research information at the same time. Conventional advertisement media were enhanced by devices to automatically measure the number, distance, frequency and exposure time of passersby, making information available to evaluate both the wireless media as well as the location in general. This paper presents a study analyzing these data. A cryptographic one-way function protects privacy during data acquisition.