Summary
Summary Tutorial 1: Reading an academic digital marketing paper
- Course
- Institution
Summaries of the relevant papers for each tutorial session. Emphasis on Study Design, Results & Implications.
[Show more]
Seller
Follow
lyvoAnna
Content preview
SESSION 1: READING AN ACADEMIC DIGITAL MARKETING PAPERFörsch, S., & de Haan, E. (2018). Targeting online display ads: Choosing their frequency and spacing.
International Journal of Research in Marketing, 35(4), 661- 672.
RQ: How frequency (high/low) and recency (small/large intervals) of ad impressions relate to banner´s click-
through rates (CTR)? And if campaign type (diverse/not), advertising expenditure (high/low), type of industry
(durable/not) moderates this effect.
Relevance: Traditional approach, where advertiser’s pay fixed price to publisher for fixed number of
impressions of display ads users visiting publisher’s website. There is no differentiation for user characteristics
and limitations towards frequency and recency. Real time bidding (RTB) allows for individual slot, frequency,
and recency for individual users.
Recency has positive impact on ad recall, but only in short run. Long-term recall and online advertising, it’s
better to spread ad exposures over time. Negative effect of recent exposure to click on current exposure but
can be reduced by diversifying the ads.
What are the hypotheses the authors are testing?
H1: Higher ad frequency Is associated with lower CTR (supported)
H2: Higher ad recency is associated with lower CTR (supported)
H3: Higher frequency and higher recency are associated with even lower CTR (supported) INTERACTION
H4a: Negative association of frequency with CTR is less strong when campaign is more diverse (not
supported)
H4b: Negative association of recency with CTR is less strong when Campaign is more diverse (not supported)
H4c: Negative joint association with frequency and recency with CTR is less strong when campaign is more
diverse (not supported)
H5a: Negative association of frequency with CTR is stronger for brands with high ad expenditures
(supported)
H5b: Negative association of recency with CTR is stringer for brands with high ad expenditures (supported)
H5c: Negative joint association of frequency and recency with CTR is stronger or brands with high ad
expenditures (not supported)
H6a: Negative association of frequency with CTR is stronger for durable goods (supported)
H6b: Negative association of recency with CTR is stronger for durable goods (not supported)
H6c: Joint negative association of recency and frequency with CTR is stronger for durable goods (not
supported)
DV: Click through rates
IV: Frequency; Recency
Moderators: Campaign diversity; Ad expenditure; Type of Industry
i= Advertiser A
j= Ad frequency group
k= Ad recency group
ß0 = Constant (
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller lyvoAnna. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.10. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
53068 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now