Do mobile banner ads increase sales? Yes, in the offline channel
Firms allocate increasingly large budgets to mobile banner advertising. Yet, existing research paid only scant attention to the sales effects of mobile banner ads. In this paper, we fill this gap by determining the offline and online sales impact of a large-scale mobile banner advertising campaign....
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2019
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/6243 https://ink.library.smu.edu.sg/context/lkcsb_research/article/7242/viewcontent/Mobile_Ads_increase_Sales_2019_av.pdf |
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| Institution: | Singapore Management University |
| Language: | English |