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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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2017
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| Subjects: | |
| 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 |