5/2/2023 0 Comments Banner effect review![]() ![]() Typical click-through rates are quite small in magnitude. However, the effectiveness of click-through as a valid measure is also being called into question ( Briggs 2001 BusinessWeek Online 2001 Dreze and Hussherr 2003 Song 2001). Instead, advertisers have been pushing for heuristic metrics of performance, such as “click-through,” which indicates when a Web surfer clicks through to the advertiser's URL from the banner (for an analysis of click-through behavior, see Chatterjee, Hoffman, and Novak 2002). ![]() Moreover, advertisers, which prefer to pay on the basis of the performance of their advertisements, believe that, in general, impressions overstate advertising effectiveness. However, difficulties in measuring online impressions precisely have caused much dissatisfaction among managers, resulting in a reluctance to commit funds to banner advertising ( Hoffman and Novak 2000). ![]() Web sites hosting online advertisements have been pushing for traditional exposure-based metrics, such as “impressions” served, to allow them to charge for each banner exposure. Since the early days of Internet commerce, there has been a lot of discussion about how the effectiveness of banner advertising should be measured. The findings also add to the general advertising literature by showing that advertising affects the purchase behavior of current (versus new) customers. ![]() Returns from targeting are the highest for the number of advertising exposures. The results show that the number of exposures, number of Web sites, and number of pages all have a positive effect on repeat purchase probabilities, whereas the number of unique creatives has a negative effect. The model is cast in a hierarchical Bayesian framework, which enables the authors to obtain individual advertising response parameters. The advertising covariates are purely advertising variables and advertising/individual browsing variables. The authors model the probability of a current customer making a purchase in any given week (since the last purchase) with a survival model that uses a flexible, piecewise exponential hazard function. Using a behavioral database that consists of customer purchases at a Web site along with individual advertising exposure, the authors measure the impact of banner advertising on current customers' probabilities of repurchase, while accounting for duration dependence. This article focuses on whether banner advertising affects purchasing patterns on the Internet. All subjects Allied Health Cardiology & Cardiovascular Medicine Dentistry Emergency Medicine & Critical Care Endocrinology & Metabolism Environmental Science General Medicine Geriatrics Infectious Diseases Medico-legal Neurology Nursing Nutrition Obstetrics & Gynecology Oncology Orthopaedics & Sports Medicine Otolaryngology Palliative Medicine & Chronic Care Pediatrics Pharmacology & Toxicology Psychiatry & Psychology Public Health Pulmonary & Respiratory Medicine Radiology Research Methods & Evaluation Rheumatology Surgery Tropical Medicine Veterinary Medicine Cell Biology Clinical Biochemistry Environmental Science Life Sciences Neuroscience Pharmacology & Toxicology Biomedical Engineering Engineering & Computing Environmental Engineering Materials Science Anthropology & Archaeology Communication & Media Studies Criminology & Criminal Justice Cultural Studies Economics & Development Education Environmental Studies Ethnic Studies Family Studies Gender Studies Geography Gerontology & Aging Group Studies History Information Science Interpersonal Violence Language & Linguistics Law Management & Organization Studies Marketing & Hospitality Music Peace Studies & Conflict Resolution Philosophy Politics & International Relations Psychoanalysis Psychology & Counseling Public Administration Regional Studies Religion Research Methods & Evaluation Science & Society Studies Social Work & Social Policy Sociology Special Education Urban Studies & Planning BROWSE JOURNALS ![]()
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