Abstract
The question how advertising works and how effective it is has been the topic of research for decades. Various models have been developed to explain the persuasion process from advertising input to consumer behavior. With the advent of the internet and its growing importance as a place to do business, advertising on the internet has become a topic in academic research. Internet advertisers have since moved from classic banner advertising to new advertising models (e.g. “on-demand” advertising such as search engine advertising and price comparison websites) that make better use of the internet's unique potential for interaction between consumer and advertiser, often blurring the line between advertising, promotion and sales as defined in the offline world. Research into how these new advertising channels interact, e.g., how banner advertising affects search advertising, is still missing. In our study, we address the questions: How do online advertising channels work and interact? How do clicked and unclicked ads affect sales, and each other? And in particular, what is the role of price comparison websites in online advertising?
Chapter PDF
Similar content being viewed by others
Keywords
- Online Advertising
- Structural Equation Modeling Approach
- Banner Advertising
- Direct Tracking
- Advertising Spending
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Hild, S., Brettel, M. (2015). Interrelations of Advertising Channels—An Empirical Study on Online Purchase Behavior. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_84
Download citation
DOI: https://doi.org/10.1007/978-3-319-10864-3_84
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10863-6
Online ISBN: 978-3-319-10864-3
eBook Packages: Business and EconomicsBusiness and Management (R0)