An integrated framework for the design of optimal web banners
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Bibliographic InfoArticle provided by Springer in its journal NETNOMICS: Economic Research and Electronic Networking.
Volume (Year): 11 (2010)
Issue (Month): 1 (April)
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Web page: http://www.springerlink.com/link.asp?id=102537
Web marketing; Banner design; Internet advertising; Optimization; Statistical analysis; Mixed integer programming;
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- 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.
- 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.
- 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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