What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements

Abstract

Many firms are allocating increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers’ online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who have not visited the focal firm's website in the previous four weeks (nonrecent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales through website visits. For consumers who have visited the firm's website in the previous four weeks (recent online consumers), the authors find evidence for a cross-campaign, brand-building effect of banner advertising, and TV ads also directly affect offline purchases. Overall, the findings indicate that for firms that predominantly (or even exclusively) sell offline, banner advertising is most suitable to generate awareness for a firm's new products among nonrecent online consumers, and to build their brand(s) among recent online consumers.

The future of social media in marketing

“…Reports from industry sources have shown that consumers respond better to integrated marketing campaigns (e.g., a 73% boost over standard email campaigns; Safko 2010). In academia meanwhile, the majority of research considering online promotions and advertisements has typically focused on how consumers respond to these strategies through online only measures (e.g., Manchanda et al 2006), though this has begun to change in recent years with more research examining offline consequences to omnichannel strategies (Lobschat et al 2017;Kumar et al 2017).…”

The Impact of Digital Social legitimization on Website Visits and Web Sales

“…This appears to help drive website traffic, which in turn creates positive sales outcomes. Moreover, it is important for marketers to encourage website visits, as research indicates that these visits can improve offline sales as well [45].…”

The Impact of Alcoholic Beverage Advertisement on Student’s Purchasing Behaviour at Sunyani Technical University

“…Parry et al [12] found that alcohol intake is third most momentous infections and social violence, accounting for 40% of violence, 15% of malfunctions and 15% of traffic accidents within South Africa [9]. These have the impact of advertising alcoholic beverages and promoting on the behaviour of individuals, particularly youth, with completely different views reckoning on the angle and subject of their explicit interests [13]. Still, within the field of study, Sunyani Technical University (STU), no study is available on the effect of advertising on alcoholic beverages on the buying or consuming behaviour of adolescents with only a few pounds currently available in Ghanaian literature.…”

“…Alcohol consumption is a widespread activity and varies according to culture, distance and time depending on consumption habits [13]. The moment people start drinking alcohol is often determined by their respective companies.…”