What happens online stays online? Segment-specific online and offline effects of banner advertisements

What happens online stays online? Segment-specific online and offline effects of banner advertisements

Many firms allocate increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers'...

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Bibliographic Details
Main Authors: LOBSCHAT, Lara, OSINGA, Ernst C., REINARTZ, Werner J.
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2017
Subjects:
banner advertising
Bayesian multivariate probit
cross-campaign effects
cross-channel effects
website visit
offline purchase
online recency
consumer heterogeneity
Advertising and Promotion Management
E-Commerce
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/5256
https://ink.library.smu.edu.sg/context/lkcsb_research/article/6255/viewcontent/WhatHappensOnlineStaysOnline_2017_pp.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/5256
https://ink.library.smu.edu.sg/context/lkcsb_research/article/6255/viewcontent/WhatHappensOnlineStaysOnline_2017_pp.pdf

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