Browsing by Author "ZEKRAOUI, Salah"

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    Measurement of online Advertising effectiveness case study: ATM Mobilis
    (Ecole des Hautes Etudes commerciales, 2016-06) ZEKRAOUI, Salah; GUITTOUNE, Djalal (Directeur de thése)
    The rapid increase in the number of internet consumers is on a swift rise globally and is used by people irrespective of age and location. As we all know, internet has become a chief medium for entertainment, communication and is constantly developing replacing the outdated informative mediums. Outmoded marketing mediums such as television, magazines, newspapers, radio, etc. are becoming a thing of the past (George Scifo, 2010). Online advertising gives a wider coverage area that supports in making the advertisements reach wider audiences which may yield better results. Additionally, online advertising is much faster than offline advertising where the advertiser has a greater scope to deliver more information to the potential customer at a relatively low cost. Online advertising helps the advertiser in making an ad campaign more profitable by reaching the target audiences. The effectiveness of online media advertising increases by constant improvisation of ads that can be done with a lot of effective analytics tools available. For instance, the quality of the advertisements can be improved based on the feedback from the audiences. Three research questions were developed to answer that problematic . The empirical data were collected on Mobilis company,The findings showed that the evaluation become the principle factors for choosing appropriate communication tools for traffic building …, the method of evaluation and deash boards chosen by companies has a strong influence on improving the e-Ad efficiency.