The Effect of Banner Advertising on Internet Purchasing

By Puneet Manchanda, Jean-Pierre Dubé, Khim Yong Goh, Pradeep Chintagunta. 2006

484 citations recorded by the source corpus.

Subfields: Management Science and Operations Research, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/903d1921a546576eb7f26cc5758ab11dfb36f1d5

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In Management Science and Operations Research

In Marketing

In Sociology and Political Science

Citations in the corpus

Customer Acquisition via Display Advertising Using Multi-Armed Bandit Experiments (2017, methodology): “Research in this area has focused on the impact of exposure to ads on purchases (Manchanda et al. 2006) or other customer activities like search behavior (Reiley et al.”
Privacy Regulation and Online Advertising (2010, unknown): “The use of stated purchase intent as a measure of ad effectiveness differs from the majority of the marketing literature such as Manchanda et al. (2006) and Chatterjee et al. (2003), which has focused on measuring the effect of ad exposure on click-through rates.”
Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence? (2010, background): “Interestingly however, Manchanda et al. (2006) found that banner advertising actually increases purchasing behavior, in contrast to conventional wisdom.”
What is Different About Online Advertising? (2014, background): “Targeting was a key theme in the earlier correlational studies that linked individual views of online advertising to sales (e.g. Chatterjee et al. 2002; Manchanda et al. 2006) and linked online advertising to the offline supply of advertising (Goldfarb and Tucker 2011b,c).”
Digital marketing: A framework, review and research agenda (2017, unknown): “Manchanda et al. (2006) showed the number of exposures to a banner ad accelerates a purchase. As the visitors browse across more sites, this impact is stronger. In addition, they found that increased number of exposures and increased number of sites on which the display ads are shown increases the l”
Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising (2013, background): “Manchanda et al. (2006) determine the likelihood of consumer repurchase due to online display exposure and find an elasticity of .”
From Generic to Branded: A Model of Spillover Dynamics in Paid Search Advertising (2008, unknown): “Lastly, in an empirical modeling study, Manchanda et al. (2006) examine the relationship between banner advertising and purchase patterns.”
A Hierarchical Marketing Communications Model of Online and Offline Media Synergies (2009, background): “Some studies investigate the effectiveness of banner advertising (e.g., Sherman and Deighton 2001; Chatterjee, Hoffman, and Novak 2003; Drèze and Hussherr 2003; Manchanda et al. 2006).”
Effects of Internet Display Advertising in the Purchase Funnel: Model-Based Insights from a Randomized Field Experiment (2015, background): “Manchanda et al. (2006) moved beyond the classical brand-based measures of ad effectiveness to link banner ad exposure and purchase behavior directly. Using a semiparametric hazard model, they found that banner ad exposure had a positive effect on purchase frequency for existing customers. This effe”
The future of social media in marketing (2019, background): “In academia meanwhile, the majority of research considering online promotions and advertisements has typically focused on how consumers respond to these strategies through online only measures (e.g., Manchanda et al.”