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| Author: | Boon, A. den Bruin, S. |
| Title: | Real-time communication management |
| Journal: | Admap
2004 : VOL. 39:3, p. 22-24 |
| Index terms: | Advertising research Communication Internet Marketing research |
| Language: | eng |
| Abstract: | This article describes how web research enables real-time campaign analysis and a new way to improve campaign performance. It introduces the dynamic advertising performance model which in this article looks at the differences in effect on people with and without recent contact with the campaign. It also discusses various advantages of web research and adaptive planning which optimises the desired effects for the advertiser. |
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