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Record Nr. |
UNINA9910807189603321 |
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Autore |
Klever Alice |
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Titolo |
Behavioural targeting [[electronic resource] ] : an online analysis for efficient media planning? / / Alice Klever |
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Pubbl/distr/stampa |
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Hamburg [Germany], : Diplomica Verlag, 2009 |
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ISBN |
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Descrizione fisica |
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1 online resource (79 p.) |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Nota di bibliografia |
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Includes bibliographical references. |
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Nota di contenuto |
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Behavioural Targeting: An Online Analysis for Efficient Media Planning?; Table of Contents; Introduction; 2. Media planning; 3. Online as advertising medium; 4. Targeting Online; 5. Behavioural Targeting; 6. Current state of affairs in BT; 7. Summary and final remark; 8. Bibliography |
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Sommario/riassunto |
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Consumers today are in the focus of a wide range of companies in a more and more global world, all of which implies an increase of marketing activities and hence an increase of advertising effort. Hundreds or even thousands of advertising messages are put in front of consumers every day through various media channels. However, every targeted customer has a very limited ability of perceiving advertising messages and even a smaller percentage of what has been recognized is considered as being relevant. Therefore consumers quite often feel harassed and overloaded by the mass of information, the q |
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