comparision of online and banner ads

Online advertising  

The modern and updated source of advertising is internet, internet has open a vide variety of research streams based on single click a lot of data is presented. Consumer focusing on browsing and purchasing, consumer gets the detailed information about the any sourced advertising product. They used eye tracking devices to capture the attention of the consumer, the online advertising in the combination with survey of internet user’s recall, recognition, and awareness of the other medium of advertising. The online advertising focuses on exploring consumer behavior and many offline advertising effect hold true in an online setting. it is important that their may have a congruency between the website and the ad. The congruity has a more favorable effect on the attitudes towards the brand, whereas incongruity has a more favorable effect on recall and recognition. Models have been developed for click through and for purchase acceleration, we believe that further modeling work to study the potential effects of these ads on various pre purchase decisions.

  Banner ad elasticities

The effect of banner ads on sales are hard to track, the effectiveness of banners ad is explore in different dimension, here in this research the focus is not the banner ads effect on sales, a key challenge for the banner advertising is that its effectiveness is difficult to evaluate, but focuses on the changes in behavior that can be identified from clickstream data. The advertising make page elasticities for segment the three different makes which placed premium display ads on the site. Segment 1 are not far from the average advertising elasticity, the advertising elasticity also differs with respect to make.  

 The advertising setting

Managers are keen to altering their operation decision to achieve their short term goals, 2 limitations to such an interpretation. First studies pool all discretionary expenses together by adding R & D , advertising expenses. It is not clear which discretionary expenses are subject to change and in which direction. Their have different implications on short term earnings. Compared with R&D, advertising have a more and immediate impact on sales. Manager increase advertising to generate a positive short term response in revenues and earnings.