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Measurement and evaluation of online advertising campaigns : An exploratory examination of the Irish market

Whooley, Declan (2013) Measurement and evaluation of online advertising campaigns : An exploratory examination of the Irish market. Masters thesis, Dublin, National College of Ireland.

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Abstract

The Internet has gained enormous importance as an advertising medium. At the same time, the question of marketing accountability has become one of the top areas of research for researchers and practitioners who aim at optimal marketing budget allocations. The development of online advertising has had a huge impact on marketing, and its accountability is often held up as one of the main advantages over traditional advertising. But just how are online advertising campaigns measured and evaluated and what does the future hold for this area of advertising?

The purpose of this thesis is to identify how Irish marketing professionals measure and evaluate online advertising campaigns, what challenges they face, how online is changing the advertising landscape and to predict what the future holds for online advertising.

The literature review examines the history of advertising and how the birth of the Internet has transformed the dynamic of the industry. The various types of online advertising are discussed as well as the Irish advertising market as a whole.

A mixed-method approach was used to gather research in the area. Quantitative research comes in the form of a questionnaire that was completed by 50 professionals in the Irish market, while six in-depth interviews were carried out as part of the qualitative research conducted into the topic area.

It was discovered that while a number of factors are used to determine the success or failure of an online advertising campaign, the most important aspect is the creation of pre-campaign objectives, which must also be realistic. Online advertising has developed rapidly over the past few years in Ireland as it offers more accurate measurement, tracking and subsequently evaluation of campaigns which makes the budget spend more accountable. The indications are that online advertising will continue to grow as traditional advertising continues to decrease, but most professionals agree that traditional advertising still has an important role to play in conjunction with online advertising.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet
Divisions: School of Business > Master of Science in Marketing
Depositing User: CAOIMHE NI MHAICIN
Date Deposited: 21 Nov 2013 19:01
Last Modified: 10 Dec 2013 10:29
URI: http://trap.ncirl.ie/id/eprint/851

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