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An integrated framework for the design of optimal web banners

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  • Lili Hai
  • Lan Zhao

    ()

  • Anna Nagurney
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    Abstract

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    File URL: http://hdl.handle.net/10.1007/s11066-009-9046-1
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    Bibliographic Info

    Article provided by Springer in its journal NETNOMICS: Economic Research and Electronic Networking.

    Volume (Year): 11 (2010)
    Issue (Month): 1 (April)
    Pages: 69-83

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    Handle: RePEc:kap:netnom:v:11:y:2010:i:1:p:69-83

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    Web page: http://www.springerlink.com/link.asp?id=102537

    Related research

    Keywords: Web marketing; Banner design; Internet advertising; Optimization; Statistical analysis; Mixed integer programming;

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    1. Lohtia, Ritu & Donthu, Naveen & Hershberger, Edmund K., 2003. "The Impact of Content and Design Elements on Banner Advertising Click-through Rates," Journal of Advertising Research, Cambridge University Press, vol. 43(04), pages 410-418, December.
    2. Patrali Chatterjee & Donna L. Hoffman & Thomas P. Novak, 2003. "Modeling the Clickstream: Implications for Web-Based Advertising Efforts," Marketing Science, INFORMS, vol. 22(4), pages 520-541, May.
    3. Lan Zhao & Anna Nagurney, 2005. "A network modeling approach for the optimization of Internet-based advertising strategies and pricing with a quantitative explanation of two paradoxes," Netnomics, Springer, vol. 7(2), pages 97-114, August.
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