Publication
Internet advertising to recruit respondents for a web-based survey on the mobility of teenagers. Effectiveness in five European countries
Abstract
To study mobility behaviours and images of transport modes of teenagers in Europe, we organized a web-based survey in 2016. The population concerned is composed of teenagers (14-17 years old) living in five European countries (France, Germany, Great-Britain, Italy and Spain). Knowing the difficulty to reach teenagers through telephone and postal surveys, especially in five different countries, we decided to create a web-based survey. To recruit respondants, we paid for targeting advertising on Facebook, with a Facebook page for each country. To measure the impacts of advertising, we used several tools, from Facebook and from the survey platform. This poster aims at drawing lessons of this methodological experience and making some propositions for future surveys. Web
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Related concepts (48)
Advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers.
Targeted advertising
Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. These traits can either be demographic with a focus on race, economic status, sex, age, generation, level of education, income level, and employment, or psychographic focused on the consumer values, personality, attitude, opinion, lifestyle and interest.
Online advertising
Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising.
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