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

• Main Authors: LOBSCHAT, Lara, OSINGA, Ernst C., REINARTZ, Werner J.
• 格式: text
• 語言: English
• 出版: Institutional Knowledge at Singapore Management University 2017
• 主題: 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
• 在線閱讀: 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

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'...