A dynamic model for digital advertising : the effects of creative format, message content, and targeting on engagement

Norris I. Bruce, B. P. S. Murthim, and Ram C. Rao

Year of publication:	April 2017
Authors:	Bruce, Norris I. ; Murthi, B. P. S. ; Rao, Ram C.
Published in:	Journal of marketing research : JMR. - Thousand Oaks, CA : SAGE Publishing, ISSN 0022-2437, ZDB-ID 218319-5. - Vol. 54.2017, 2, p. 202-218
Subject:	online advertising \| ad formats (static vs. animated) \| ad content \| dynamic zero-inflated Poisson \| particle filtering/smoothing \| Online-Marketing \| Internet marketing \| Werbewirkung \| Advertising effects \| Konsumentenverhalten \| Consumer behaviour \| Kreativität \| Creativity \| Werbung \| Advertising

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