The Off-Line Impact of Online Ads

  • Reference: HBS-F0804H-E

  • Number of pages: 4

  • Publication Date: Apr 1, 2008

  • Source: HBSP (USA)

  • Type of Document: Article

  • Industry Setting: E-commerce

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Description

Advertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the power to drive purchases, but they get the best results when used together in a single campaign.

Keywords

Advertising Consumer behavior Market research