The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value
نویسندگان
چکیده
منابع مشابه
Advertising Bans and the Substitutability of Online and Offline Advertising
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We examine whether the growth of the internet has reduced the effectiveness of government regulation of advertising. Specifically, we combine variation in state and local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 individuals. People are 8 percent less likely to say ...
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ژورنال
عنوان ژورنال: International Journal of Research in Marketing
سال: 2020
ISSN: 0167-8116
DOI: 10.1016/j.ijresmar.2020.02.002