With global ad spending topping the US$ 500 billion mark for the first time in 2013, it is one of the largest industries worldwide. With this great amount of money spend on advertising, it is crucial to spend it in the most effective and efficient way. Advertising effectiveness can be measured using an array of different measures including attitude toward the ad, attitude toward the brand, memory performance and purchase intention. As digital media have been gaining in importance for the past few years, there are a variety of topics that can be discussed within a bachelor thesis pertaining to online advertising effectiveness. Measuring effectiveness may include the design of the ad, the context of the ad (e.g. ad competitors, medium), the product type, the consumer characteristics and other influences. A master thesis, on the other hand, ought to develop an online experiment to empirically analyze advertising effectiveness under the aforementioned conditions.
- Kumar; Besharat; Lindsey; Krishnan, (2014): Contextual and Competitive Interference: Inhibition or Facilitation? In: Journal of Advertising 43 (3), S. 228–243.