Universität zu Köln

Lobschat, Lara, Osinga, Ernst C. and Reinartz, Werner J. (2017). What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements. J. Mark. Res., 54 (6). S. 901 - 914. THOUSAND OAKS: SAGE PUBLICATIONS INC. ISSN 1547-7193

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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 the impact of banner advertising on consumers' online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who have not visited the focal firm's website in the previous four weeks (nonrecent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales through website visits. For consumers who have visited the firm's website in the previous four weeks (recent online consumers), the authors find evidence for a cross-campaign, brand-building effect of banner advertising, and TV ads also directly affect offline purchases. Overall, the findings indicate that for firms that predominantly (or even exclusively) sell offline, banner advertising is most suitable to generate awareness for a firm's new products among nonrecent online consumers, and to build their brand(s) among recent online consumers.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Lobschat, Lara UNSPECIFIED UNSPECIFIED UNSPECIFIED Osinga, Ernst C. UNSPECIFIED UNSPECIFIED UNSPECIFIED Reinartz, Werner J. UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-209066
DOI:	10.1509/jmr.14.0625
Journal or Publication Title:	J. Mark. Res.
Volume:	54
Number:	6
Page Range:	S. 901 - 914
Date:	2017
Publisher:	SAGE PUBLICATIONS INC
Place of Publication:	THOUSAND OAKS
ISSN:	1547-7193
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language INTERNET; SALES; DISPLAY; LOYALTY; MODEL Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/20906