What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements
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DOI: 10.1509/jmr.14.0625
Abstract: Many firms are allocating 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… read more here.
Keywords: online consumers; online offline; firm; banner advertisements ... See more keywords