Online advertising expenditures now surpass those allocated to some traditional media such as billboards. Despite this, little is know regarding how advertising works in the online environment. This book, written by two leading PhD researchers in the field, is the first study of how advertising frequency and variation impact consumer attitudes online. In addition, this book employs a pioneering method that uses real web advertisements for real brands in a systematic investigation. The results of this book prove that traditional advertising theories and practices developed for offline media require adaptation to be used successfully online. Advertisers and researchers will find this book must reading as the web advertising medium continues to grow.

To Vary or Not? the Effects of Ad Variation on the Web

Business & Money

Sundar, S. Shyam

Lee, Sang Yeal

Marketing & Sales

Cambria Press

See the best price to sell, buy, or rent books by Lee, Sang Yeal. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Lee, Sang Yeal

See the best price to sell, buy, or rent books by Lee, Sang Yeal. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

To Vary or Not? the Effects of Ad Variation on the Web