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Incorporating long-term effects in determining the effectiveness of different types of online advertising

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  • Ralph Breuer
  • Malte Brettel
  • Andreas Engelen

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  • Ralph Breuer & Malte Brettel & Andreas Engelen, 2011. "Incorporating long-term effects in determining the effectiveness of different types of online advertising," Marketing Letters, Springer, vol. 22(4), pages 327-340, November.
    • Handle: RePEc:kap:mktlet:v:22:y:2011:i:4:p:327-340
    DOI: 10.1007/s11002-011-9136-3
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    References listed on IDEAS

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    8. Herrington, J. Duncan & Dempsey, William A., 2005. "Comparing the Current Effects and Carryover of National-, Regional-, and Local-Sponsor Advertising," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 60-72, March.
    9. repec:bla:jindec:v:49:y:2001:i:4:p:541-58 is not listed on IDEAS
    10. Naik, Prasad A. & Peters, Kay, 2009. "A Hierarchical Marketing Communications Model of Online and Offline Media Synergies," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 288-299.
    11. Michael D. Smith & Erik Brynjolfsson, 2001. "Consumer Decision-making at an Internet Shopbot: Brand Still Matters," NBER Chapters, in: E-commerce, pages 541-558, National Bureau of Economic Research, Inc.
    12. Vakratsas, Demetrios & Ma, Zhenfeng, 2005. "A Look at the Long-run Effectiveness of Multimedia Advertising and Its Implications for Budget Allocation Decisions," Journal of Advertising Research, Cambridge University Press, vol. 45(2), pages 241-254, June.
    13. Yoo, Boonghee & Mandhachitara, Rujirutana, 2003. "Estimating Advertising Effects on Sales in a Competitive Setting," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 310-321, September.
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    Cited by:

    1. Goic, Marcel & Álvarez, Rodolfo & Montoya, Ricardo, 2018. "The Effect of House Ads on Multichannel Sales," Journal of Interactive Marketing, Elsevier, vol. 42(C), pages 32-45.
    2. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    3. He Xi & Lopez Rigoberto & Liu Yizao, 2017. "Are Online and Offline Advertising Substitutes or Complements? Evidence from U.S. Food Industries," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 15(2), pages 1-10, December.
    4. Li, Yang & Liu, Feng, 2021. "Joint inventory and pricing control with lagged price responses," International Journal of Production Economics, Elsevier, vol. 241(C).
    5. Vasu Unnava & Ashwin Aravindakshan, 2021. "How does consumer engagement evolve when brands post across multiple social media?," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 864-881, September.
    6. van Ewijk, Bernadette J. & Stubbe, Astrid & Gijsbrechts, Els & Dekimpe, Marnik G., 2021. "Online display advertising for CPG brands: (When) does it work?," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 271-289.
    7. Schreiner, Timo & Rese, Alexandra & Baier, Daniel, 2019. "Multichannel personalization: Identifying consumer preferences for product recommendations in advertisements across different media channels," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 87-99.
    8. Sahar Karimi, 2021. "Cross-visiting Behaviour of Online Consumers Across Retailers’ and Comparison Sites, a Macro-Study," Information Systems Frontiers, Springer, vol. 23(3), pages 531-542, June.
    9. Eelco Kappe & Ashley Stadler Blank & Wayne S. DeSarbo, 2014. "A General Multiple Distributed Lag Framework for Estimating the Dynamic Effects of Promotions," Management Science, INFORMS, vol. 60(6), pages 1489-1510, June.
    10. Anderl, Eva & Becker, Ingo & von Wangenheim, Florian & Schumann, Jan Hendrik, 2016. "Mapping the customer journey: Lessons learned from graph-based online attribution modeling," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 457-474.
    11. Breuer, Ralph & Brettel, Malte, 2012. "Short- and Long-term Effects of Online Advertising: Differences between New and Existing Customers," Journal of Interactive Marketing, Elsevier, vol. 26(3), pages 155-166.
    12. Amir Hossein Salimi & Amir Noori & Hossein Bonakdari & Jafar Masoompour Samakosh & Ehsan Sharifi & Mohammadreza Hassanvand & Baharam Gharabaghi & Mehdi Agharazi, 2020. "Exploring the Role of Advertising Types on Improving the Water Consumption Behavior: An Application of Integrated Fuzzy AHP and Fuzzy VIKOR Method," Sustainability, MDPI, vol. 12(3), pages 1-33, February.
    13. Philip Hans Franses, 2021. "Marketing response and temporal aggregation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(2), pages 111-117, June.
    14. Rizwan Raheem Ahmed & Dalia Streimikiene & Gerhard Berchtold & Jolita Vveinhardt & Zahid Ali Channar & Riaz Hussain Soomro, 2019. "Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan," Sustainability, MDPI, vol. 11(12), pages 1-40, June.
    15. Vivian Qin & Koen Pauwels & Bobby Zhou, 2024. "Data-driven budget allocation of retail media by ad product, funnel metric, and brand size," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 235-249, June.
    16. Anderl, Eva & Schumann, Jan Hendrik & Kunz, Werner, 2016. "Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach for Customer Journeys," Journal of Retailing, Elsevier, vol. 92(2), pages 185-203.
    17. Christopher P. Holland & Julia A. Jacobs & Stefan Klein, 2016. "The role and impact of comparison websites on the consumer search process in the US and German airline markets," Information Technology & Tourism, Springer, vol. 16(1), pages 127-148, March.
    18. Veronica Digiorgio, 2016. "Impact of promotional tools on reservation channels management: a descriptive model of Italian accommodation facilities," Information Technology & Tourism, Springer, vol. 16(4), pages 347-373, December.

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