000			01943pab a2200205 454500
008			140923b0 xxu||||| |||| 00| 0 eng d
040			_cWelingkar Institute of Management Development & Research, Mumbai _aWelingkar Institute of Management Development & Research, Mumbai
041			_aENG
082			_a _bMan
100			_aManchanda Puneet
245			_aEffect of Banner Advertising on Internet Purchasing
250			_a1
260			_a _bFeb 2006 _c0
300			_a98-108 Pp.
490			_vXLIII
520			_aThis article focuses on whether banner advertising affects purchasing patterns on the Internet. Using a behavioral database that consists of customer purchases at a Web site along with individual advertising exposure, the authors measure the impact of banner advertising on current customers' probabilities of repurchase, while accounting for duration dependence. The authors model the probability of a current customer making a purchase in any given week (since the last purchase) with a survival model that uses a flexible, piecewise exponential hazard function. The advertising covariates are purely advertising variables and advertising/individual browsing variables. The model is cast in a hierarchical Bayesian framework, which enables the authors to obtain individual advertising response parameters. The results show that the number of exposures, number of Web sites, and number of pages all have a positive effect on repeat purchase probabilities, whereas the number of unique creatives has a negative effect. Returns from targeting are the highest for the number of advertising exposures. The findings also add to the general advertising literature by showing that advertising affects the purchase behavior of current (versus new) customers.
650			_aBanner Advertising, Advertising, Online Purchase, Behavioral Database,
856			_uhttp://192.168.6.13/libsuite/mm_files/Articles/AR8550.pdf
906			_a25042
999			_c28462 _d28462