Firm marketing strategy based on analysis of advertising campaigns

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F19%3A43915945" target="_blank" >RIV/62156489:43110/19:43915945 - isvavai.cz</a>
Result on the web
<a href="https://doi.org/10.1063/1.5114417" target="_blank" >https://doi.org/10.1063/1.5114417</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1063/1.5114417" target="_blank" >10.1063/1.5114417</a>

Result language
angličtina
Original language name
Firm marketing strategy based on analysis of advertising campaigns
Original language description
The main goal of this article is to identify the factors influencing the success of internet advertising actions. Factors that affect sales were identified by econometrics analysis. We used data from past campaigns. Based on modelling, recommendations are created for optimal campaign length and timing. The analysis also identifies which factors are most reflected in sales, and therefore they are factors that the marketing department of the business should focus on. We have found the timing of the campaign is important; it makes no sense to make long-term campaigns. Much greater success had campaigns with simple graphics.
Czech name
—
Czech description
—

Project
<a href="/en/project/GA16-07089S" target="_blank" >GA16-07089S: Robust approach to testing for normality of error terms in econometric models</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)

Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the International Conference of Numerical Analysis and Applied Mathematics (ICNAAM 2018)
ISBN
978-0-7354-1854-7
ISSN
0094-243X
e-ISSN
1551-7616
Number of pages
4
Pages from-to
400003
Publisher name
American Institute of Physics (AIP)
Place of publication
Melville
Event location
Rhodos
Event date
Sep 13, 2018
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000521108600401

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