Online marketing communication potential: Priorities in Danish firms and advertising agencies

European Journal of Marketing

Volumn 42, Issue 3-4, 2008, Pages 502-525

  Jensen, Morten Bach ^a  

^a IT UNIVERSITY OF COPENHAGEN   (Denmark)

Author keywords

Business planning; Denmark; Internet; Least square approximation; Marketing communications; Mathematical modelling

Indexed keywords

EID: 41649100085     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560810853039     Document Type: Article

References (73)

1. Adegoke, Y. (2004), "Web still fastest growing channel in marketing mix", New Media Age, July, No. 22, p. 12.
2. Ambler, T. (2003), Marketing and the Bottom Line: The Marketing Metrics to Pump up Cash Flow, 2nd ed., Pearson Professional Education, Harlow.
3. Ambler, T. and Puntoni, S. (2003), "Measuring marketing performance", in Ambler, T. and Puntoni, S. (Eds), Marketing Changes, Thomson Learning, London, pp. 289-309.
4. Ambler, T., Kokkinaki, F. and Puntoni, S. (2004), "Assessing marketing performance: reasons for metrics selection", Journal of Marketing Management, Vol. 20 Nos 3/4, pp. 475-98.
5. Ansari, A. and Mela, C.F. (2003), "E-customization", Journal of Marketing Research, Vol. 40 No. 2, pp. 131-45.
6. Bagozzi, R.P. (1980), Causal Models in Marketing, Wiley, New York, NY.
7. Barnes, S.J. and Scornavacca, E. (2004), "Mobile marketing: the role of permission and acceptance", International Journal of Mobile Communications, Vol. 2 No. 2, pp. 128-39.
8. Barratt, S. (2001), "Viral ads can extend brand reach", Revolution, 14 November.
9. Barwise, P. and Farley, J.U. (2004), "Marketing metrics: status of six metrics in five countries", European Management Journal, Vol. 22 No. 3, pp. 257-62.
10. Belch, G.E. and Belch, M.A. (2004), Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th ed., McGraw-Hill, Boston, MA.
11. Briggs, R. (2002), "Cross-media measurement", Online Audience Conference, ESOMAR, Cannes, p. 199.
12. Chin, W.W. (1998a), "Issues and opinion on structural equation modeling", MIS Quarterly, Vol. 22 No. 1, pp. vii-xvi.
13. Chin, W.W. (1998b), "The partial least squares approach for structural equation modeling", in Marcoulides, G.A. (Ed.), Modern Methods for Business Research, Lawrence Erlbaum Associates, Mahwah, NJ, pp. 295-336.
14. Clark, B. (2002), "Measuring performance: the marketing perspective", in Neerly, A. (Ed.), Business Performance Measurement: Theory and Practice, Cambridge University Press, Cambridge, pp. 22-40.
15. Cook, L. (2004), "Econometrics and integrated campaigns", Admap, No. 451, pp. 37-40.
16. Customer Interface (2002), "Message personalization targeting delivers higher response, retention", Customer Interface, September.
17. de Pelsmacker, P., Geuens, M. and Van den Bergh, J. (2001), Marketing Communications, Financial Times Prentice-Hall, London.
18. Delozier, M.W. (1978), Marketing Communications Process, McGraw-Hill, London.
19. Duncan, T. (2002), IMC Using Advertising and Promotion to Build Brands, McGraw-Hill, London.
20. European Competitive Telecommunications Association (2006), "Broadband penetration in EU: the haves and the haves not", available at: www.ectaportal.com/en/upload/File/Broadband%20Scorecards/Q106/ FINAL%20BB%20ScQ106%20Press%20release%20Sept%2006.pdf (accessed 3 November 2006).
21. Fornell, C. (1982), A Second Generation of Multivariate Analysis, Praeger, New York, NY.
22. Fornell, C. and Larcker, D.F. (1981), "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
23. Garcia, D. (2004), Media Research Report: Advergaming Gets Consumers to Play While Advertisers Pay, Gartner, Inc., Stamford, CT.
24. Glazier, W., Nelson, R. and O'Sullivan, D. (2004), Measures and Metrics: Assessing Marketing's Value Impact, The CMO Council, Palo Alto, CA.
25. Griffiths, M.D., Davies, M.N.O. and Chappell, D. (2003), "Breaking the stereotype: the case of online gaming", CyberPsychology & Behavior, Vol. 6 No. 1, pp. 81-91.
26. Haig, M. (2000), E-PR: The Essential Guide to Public Relations on the Internet, Kogan Page, London.
27. Hair, J.F., Anderson, R.E., Tatham, R.L. and Black, W.C. (1998), Multivariate Data Analysis, 5th ed., Prentice-Hall, Upper Saddle River, NJ.
28. Hansen, F., Bach Lauritsen, G. and Grønholdt, L. (2001), Communication and Media Planning (Kommunikation, mediaplanlægning og reklamestyring. Bind 1 metoder og modeller), Samfundslitteratur, Copenhagen.
29. Hollis, N. (1994), "The link between TV ad awareness and sales: new evidence from sales response modelling", Journal of the Market Research Society, Vol. 36 No. 1, pp. 41-55.
30. Hulland, J. (1999), "Use of partial least squares (PLS) in strategic management research: a review of four recent studies", Strategic Management Journal, Vol. 20 No. 2, pp. 195-204.
31. Ishii, K. (2004), "Internet use via mobile phone in Japan", Telecommunications Policy, Vol. 28 No. 1, pp. 43-58.
32. Jensen, M.B. and Fischer, L.H. (2004), E-Branding, 1st ed., Gyldendal, Copenhagen.
33. Jensen, M.B. and Jepsen, A.L. (2006), "Online marketing communications: need for a new typology for IMC?", in Podnar, K. and Jancic, Z. (Eds), Contemporary Issues in Corporate and Marketing Communications: Towards a Socially Responsible Future, 1st ed., Pristop, Ljubljana, pp. 133-43.
34. Kavassalis, P., Spyropoulou, N., Drossos, D., Mitrokostas, E., Gikas, G. and Hatzistamatiou, A. (2003), "Mobile permission marketing: framing the market inquiry", International Journal of Electronic Commerce, Vol. 8 No. 1, pp. 55-79.
35. Kim, H.G. and Leckenby, J.D. (2003), "An IMC planning framework using reach and frequency concepts", working paper, University of Texas, Austin, TX.
36. Kitchen, P.J. (1999), Marketing Communications: Principles and Practice, International Thomson Business Press, London.
37. Kitchen, P.J. (2004), in de Pelsmacker, P. (Ed.), Integrated Marketing Communication: A Primer, Taylor & Francis, London.
38. Krishnamurthy, S. (2006), "Introducing E-MARKPLAN: a practical methodology to plan e-marketing activities", Business Horizons, Vol. 49 No. 1, pp. 51-60.
39. Krishnamurthy, S. and Singh, N. (2005), "The international e-marketing framework (IEMF): identifying the building blocks for future global e-marketing research", International Marketing Review, Vol. 22 No. 6, pp. 605-10.
40. Larkin, E.F. (1979), "Consumer perceptions of the media and their advertising content", Journal of Advertising, Vol. 8 No. 2, pp. 5-48.
41. Leckenby, J.D. and Hong, J. (1998), "Using reach/frequency for web media planning", Journal of Advertising Research, Vol. 38 No. 1, pp. 7-21.
42. Leckenby, J.D. and Ju, K.-H. (1989), "Advances in media decision models", Current Issues & Research in Advertising, Vol. 12 No. 2, pp. 311-58.
43. Lee, V. (2003), "'Advergaming': your way to online brand building successes", Media Asia, September 5, p. 15.
44. Lenskold, J. (2003), Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability, McGraw-Hill, New York, NY.
45. Li, S.-T., Lin, C.-H. and Yu, P.-T. (2005), "On a design of SCORM-compliant SMIL-enabled multimedia streaming e-learning system", International Journal of Distance Education Technologies, Vol. 3 No. 3, pp. 48-64.
46. Libai, B., Biyalogorsky, E. and Gerstner, E. (2003), "Setting referral fees in affiliate marketing", Journal of Service Research, Vol. 5 No. 4, pp. 303-15.
47. McDonald, C. (2004), "Market models and modelling", Admap, September, No. 453, pp. 12-13.
48. Macleod, S. (2000), "The evaluation of PR on the internet", Journal of Communication Management, Vol. 5 No. 2, pp. 179-88.
49. Malhotra, N.K. and Birks, D.F. (2006), Marketing Research: An Applied Approach, 2nd ed., Financial Times Prentice-Hall, London.
50. Marketing Leadership Council (2001), Measuring Marketing Performance: Results of Council Survey, Marketing Leadership Council, Washington, DC.
51. Nail, J. (2002), When Online Branding Works, Forrester Research, Inc., London.
52. New Media Age (2005), "MMS and WAP use increases although ads fail to catch on", New Media Age, December 8.
53. Nunnally, J.C. (1978), Psychometric Theory, 2nd ed., McGraw-Hill, New York, NY.
54. Papatla, P. and Bhatnagar, A. (2002), "Choosing the right mix of on-line affiliates: how do you select the best?", Journal of Advertising, Vol. 31 No. 3, pp. 69-81.
55. Pickton, D. and Broderick, A. (2004), Integrated Marketing Communications, 2nd revised ed., Pearson Higher Education, London.
56. Powell, G.R. (2003), Return on Marketing Investment: Demand More from Your Marketing and Sales Investments, 1st ed., RPI Press, Troy, NY.
57. Rettie, R., Grandcolas, U. and Deakins, B. (2005), "Text message advertising: response rates and branding effects", Journal of Targeting, Measurement & Analysis for Marketing, Vol. 13 No. 4, pp. 304-12.
58. Reynolds, P. (2003), "A vision of the Internet in 2010", Campus-Wide Information Systems, Vol. 20 No. 4, pp. 125-8.
59. Roberts, M.L. (2003), Internet Marketing: Integrating Online and Offline Strategies, McGraw-Hill Education Europe, London.
60. Rust, R.T., Ambler, T., Carpenter, G.S., Kumar, V. and Srivastava, R.K. (2004), "Measuring marketing productivity: current knowledge and future directions", Journal of Marketing, Vol. 68 No. 4, pp. 76-89.
61. Saunders, J. (Ed.) (2004), The Communications Challenge, 1st ed., The Account Planning Group, London.
62. Schweizer, H. (2004), "E-learning in business", Journal of Management Education, Vol. 28 No. 6, pp. 674-92.
63. Seda, C. (2004), Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Macmillan Computer Publishing, Indianapolis, IN.
64. Sheth, J.N. and Arma, A. (2005), "International e-marketing: opportunities and issues", International Marketing Review, Vol. 22 No. 6, pp. 611-22.
65. Smith, J. (2005), European Online Media Sales: Advertisers' Interest in Behavioral Targeting Offers Publishers Opportunities, Jupiter Research, London.
66. Steinbock, D. (2003), "Globalization of wireless value system: from geographic to strategic advantages", Telecommunications Policy, Vol. 27 Nos 3/4, pp. 207-36.
67. Steinbock, D. (2005), "Seeing is believing", Communication World, Vol. 22 No. 6, pp. 19-22.
68. Stephens, N. (1981), "Media use and media attitude change with age and with time", Journal of Advertising, Vol. 10 No. 1, pp. 38-47.
69. Strauss, J., El-Ansary, A. and Frost, R. (2003), E-Marketing, 3rd ed., Pearson Higher Education, Upper Saddle River, NJ.
70. Swinfen-Green, J. (2002), "Online branding: the retreat from euphoria", Admap, No. 424, January.
71. Taylor, C.P. and Neuborne, E. (2002), "Getting personal", Adweek (New England edition), Vol. 39 No. 44, p. IQ1.
72. Whitney, D. (2003), "Online sweepstakes pay off for stations", Television Week, Vol. 22 No. 45, p. 16.
73. Wold, H. (1974), "Causal flows with latent variables", European Economic Review, Vol. 5 No. 1, pp. 67-86.