Short- and Long-term Effects of Online Advertising: Differences between New and Existing Customers
Author
Abstract
Suggested Citation
DOI: 10.1016/j.intmar.2011.12.001
Download full text from publisher
As the access to this document is restricted, you may want to search for a different version of it.
References listed on IDEAS
- Amit Pazgal & David Soberman, 2008. "Behavior-Based Discrimination: Is It a Winning Play, and If So, When?," Marketing Science, INFORMS, vol. 27(6), pages 977-994, 11-12.
- Byung-Do Kim & Mengze Shi & Kannan Srinivasan, 2001. "Reward Programs and Tacit Collusion," Marketing Science, INFORMS, vol. 20(2), pages 99-120, June.
- Janiszewski, Chris & Noel, Hayden & Sawyer, Alan G, 2003. "A Meta-analysis of the Spacing Effect in Verbal Learning: Implications for Research on Advertising Repetition and Consumer Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(1), pages 138-149, June.
- Zellner, Arnold & Geisel, Martin S, 1970. "Analysis of Distributed Lag Models with Application to Consumption Function Estimation," Econometrica, Econometric Society, vol. 38(6), pages 865-888, November.
- 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.
- 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.
- Smith, Michael D & Brynjolfsson, Erik, 2001. "Consumer Decision-Making at an Internet Shopbot: Brand Still Matters," Journal of Industrial Economics, Wiley Blackwell, vol. 49(4), pages 541-558, December.
- Ganesh Iyer & David Soberman & J. Miguel Villas-Boas, 2005. "The Targeting of Advertising," Marketing Science, INFORMS, vol. 24(3), pages 461-476, May.
- 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.
- Alan L. Montgomery & Kartik Hosanagar & Ramayya Krishnan & Karen B. Clay, 2004. "Designing a Better Shopbot," Management Science, INFORMS, vol. 50(2), pages 189-206, February.
- Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
- Marnik G. Dekimpe & Dominique M. Hanssens, 1995. "The Persistence of Marketing Effects on Sales," Marketing Science, INFORMS, vol. 14(1), pages 1-21.
- Neeraj Arora & Xavier Dreze & Anindya Ghose & James Hess & Raghuram Iyengar & Bing Jing & Yogesh Joshi & V. Kumar & Nicholas Lurie & Scott Neslin & S. Sajeesh & Meng Su & Niladri Syam & Jacquelyn Thom, 2008. "Putting one-to-one marketing to work: Personalization, customization, and choice," Marketing Letters, Springer, vol. 19(3), pages 305-321, December.
- 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.
- Michael D. Smith & Erik Brynjolfsson, 2001. "Consumer Decision‐making at an Internet Shopbot: Brand Still Matters," Journal of Industrial Economics, Wiley Blackwell, vol. 49(4), pages 541-558, December.
- 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.
- Becker, Jan U. & Greve, Goetz & Albers, Sönke, 2009. "The impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention," International Journal of Research in Marketing, Elsevier, vol. 26(3), pages 207-215.
- Frank M. Bass & Robert P. Leone, 1983. "Temporal Aggregation, the Data Interval Bias, and Empirical Estimation of Bimonthly Relations from Annual Data," Management Science, INFORMS, vol. 29(1), pages 1-11, January.
- Roland T. Rust & Peter C. Verhoef, 2005. "Optimizing the Marketing Interventions Mix in Intermediate-Term CRM," Marketing Science, INFORMS, vol. 24(3), pages 477-489, December.
- Robert P. Leone, 1995. "Generalizing What Is Known About Temporal Aggregation and Advertising Carryover," Marketing Science, INFORMS, vol. 14(3_supplem), pages 141-150.
- Keller, Kevin Lane, 1987. "Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 316-333, December.
Citations
Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
Cited by:
- Acatrinei Carmen, 2015. "Remarks About Online Advertising - A Qualitative Research Among Romanian Professionals," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1201-1206, July.
- Patrick Winter & Paul Alpar, 2020. "Effects of search engine advertising on user clicks, conversions, and basket choice," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 837-862, December.
- Li, Yang & Liu, Feng, 2021. "Joint inventory and pricing control with lagged price responses," International Journal of Production Economics, Elsevier, vol. 241(C).
- Nicolás Aramayo & Mario Schiappacasse & Marcel Goic, 2023. "A Multiarmed Bandit Approach for House Ads Recommendations," Marketing Science, INFORMS, vol. 42(2), pages 271-292, March.
- Di Wu & Zhenning Xu & Seung Bach, 2023. "Using Google Trends to predict and forecast avocado sales," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 629-641, December.
Most related items
These are the items that most often cite the same works as this one and are cited by the same works as this one.- 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.
- Philip Hans Franses, 2021. "Marketing response and temporal aggregation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(2), pages 111-117, June.
- 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.
- Li, Yang & Liu, Feng, 2021. "Joint inventory and pricing control with lagged price responses," International Journal of Production Economics, Elsevier, vol. 241(C).
- Lewis, Michael & Whitler, Kimberly A. & Hoegg, JoAndrea, 2013. "Customer Relationship Stage and the Use of Picture-Dominant versus Text-Dominant Advertising: A Field Study," Journal of Retailing, Elsevier, vol. 89(3), pages 263-280.
- Bucklin, Randolph E. & Sismeiro, Catarina, 2009. "Click Here for Internet Insight: Advances in Clickstream Data Analysis in Marketing," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 35-48.
- Belleflamme,Paul & Peitz,Martin, 2015.
"Industrial Organization,"
Cambridge Books,
Cambridge University Press, number 9781107687899, January.
- Belleflamme,Paul & Peitz,Martin, 2015. "Industrial Organization," Cambridge Books, Cambridge University Press, number 9781107069978.
- Chuan He & Yuxin Chen, 2006. "Research Note—Managing e-Marketplace: A Strategic Analysis of Nonprice Advertising," Marketing Science, INFORMS, vol. 25(2), pages 175-187, 03-04.
- Andreas Hefti & Julia Lareida, 2021. "Competitive attention, Superstars and the Long Tail," ECON - Working Papers 383, Department of Economics - University of Zurich.
- Hefti, Andreas, 2018. "Limited attention, competition and welfare," Journal of Economic Theory, Elsevier, vol. 178(C), pages 318-359.
- Dorotic, Matilda & Verhoef, Peter C. & Fok, Dennis & Bijmolt, Tammo H.A., 2014. "Reward redemption effects in a loyalty program when customers choose how much and when to redeem," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 339-355.
- Brett Danaher & Michael D. Smith & Rahul Telang, 2014.
"Piracy and Copyright Enforcement Mechanisms,"
Innovation Policy and the Economy, University of Chicago Press, vol. 14(1), pages 25-61.
- Brett Danaher & Michael D. Smith & Rahul Telang, 2013. "Piracy and Copyright Enforcement Mechanisms," NBER Chapters, in: Innovation Policy and the Economy, Volume 14, pages 25-61, National Bureau of Economic Research, Inc.
- Brett Danaher & Michael D. Smith & Rahul Telang, 2013. "Piracy and Copyright Enforcement Mechanisms," NBER Working Papers 19150, National Bureau of Economic Research, Inc.
- Robert Zeithammer & Peter Lenk, 2006. "Bayesian estimation of multivariate-normal models when dimensions are absent," Quantitative Marketing and Economics (QME), Springer, vol. 4(3), pages 241-265, September.
- Liran Einav & Dan Knoepfle & Jonathan Levin & Neel Sundaresan, 2014.
"Sales Taxes and Internet Commerce,"
American Economic Review, American Economic Association, vol. 104(1), pages 1-26, January.
- Liran Einav & Dan Knoepfle & Jonathan D. Levin & Neel Sundaresan, 2012. "Sales Taxes and Internet Commerce," NBER Working Papers 18018, National Bureau of Economic Research, Inc.
- Liran Einav & Jonathan Levin & Neel Sundaresan, 2012. "Sales Taxes and Internet Commerce," Discussion Papers 11-012, Stanford Institute for Economic Policy Research.
- Bart J. Bronnenberg & Jean-Pierre Dubé & Matthew Gentzkow & Jesse M. Shapiro, 2015.
"Do Pharmacists Buy Bayer? Informed Shoppers and the Brand Premium,"
The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 130(4), pages 1669-1726.
- Bart J. Bronnenberg & Jean-Pierre Dubé & Matthew Gentzkow & Jesse M. Shapiro, 2014. "Do Pharmacists Buy Bayer? Informed Shoppers and the Brand Premium," NBER Working Papers 20295, National Bureau of Economic Research, Inc.
- Ornella Tarola & Jean Gabszewicz & Didier Laussel, 2011.
"To Acquire, or To Compete? An Entry Dilemma,"
Journal of Industry, Competition and Trade, Springer, vol. 11(4), pages 369-383, December.
- Jean J. GABSZEWICZ & Didier, LAUSSEL & Ornella, TAROLLA, 2008. "To acquire or to compete ? An entry dilemna," Discussion Papers (ECON - Département des Sciences Economiques) 2008019, Université catholique de Louvain, Département des Sciences Economiques.
- GABSZEWICZ, Jean & LAUSSEL, Didier & TAROLA, Ornella, 2008. "To acquire, or to compete? An entry dilemna," LIDAM Discussion Papers CORE 2008027, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
- Jean Gabszewicz & Didier Laussel & Ornella Tarola, 2010. "To acquire, or to compete? An entry dilemma," Working Papers 4/10, Sapienza University of Rome, DISS.
- Ting Li & Robert J. Kauffman & Eric van Heck & Peter Vervest & Benedict G. C. Dellaert, 2014. "Consumer Informedness and Firm Information Strategy," Information Systems Research, INFORMS, vol. 25(2), pages 345-363, June.
- Michael Dinerstein & Liran Einav & Jonathan Levin & Neel Sundaresan, 2018.
"Consumer Price Search and Platform Design in Internet Commerce,"
American Economic Review, American Economic Association, vol. 108(7), pages 1820-1859, July.
- Michael Dinerstein & Liran Einav & Jonathan Levin & Neel Sundaresan, 2014. "Consumer Price Search and Platform Design in Internet Commerce," NBER Working Papers 20415, National Bureau of Economic Research, Inc.
- Michael Dinerstein & Liran Einav & Jonathan Levin & Neel Sundaresan, 2014. "Consumer Price Search and Platform Design in Internet Commerce," Discussion Papers 13-038, Stanford Institute for Economic Policy Research.
- repec:dgr:rugsom:04f04 is not listed on IDEAS
- Daniel M. Ringel & Bernd Skiera, 2016. "Visualizing Asymmetric Competition Among More Than 1,000 Products Using Big Search Data," Marketing Science, INFORMS, vol. 35(3), pages 511-534, May.
- Michael R. Baye & John Morgan & Patrick Scholten, 2004.
"Price Dispersion In The Small And In The Large: Evidence From An Internet Price Comparison Site,"
Journal of Industrial Economics, Wiley Blackwell, vol. 52(4), pages 463-496, December.
- Michael R. Baye & John Morgan & Patrick Scholten, 2004. "Price Dispersion in the Small and in the Large: Evidence from an Internet Price Comparison Site," Working Papers 2004-03, Indiana University, Kelley School of Business, Department of Business Economics and Public Policy.
More about this item
Keywords
Online advertising effectiveness; Customer relationship management; Carryover effect; Time lag; Media selection; Customer segmentation;All these keywords.
Statistics
Access and download statisticsCorrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joinma:v:26:y:2012:i:3:p:155-166. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .
Please note that corrections may take a couple of weeks to filter through the various RePEc services.