Abstract

Even though online advertising revenues have grown dramatically, click-through rates for banner advertising continue to decrease, raising hard questions regarding its effectiveness when targeting consumers. However, with the development of a new technique that matches banners to the cognitive style of viewers, the world of online advertising is about to change.

Additional Metadata
Keywords advertising, online advertising, banner advertising, targeting consumers, consumer behavior, marketing
Persistent URL hdl.handle.net/1765/77381
Series RSM Discovery Magazine Collection
Journal RSM Discovery - Management Knowledge
Note This article draws its inspiration from the paper Morphing Banner Advertising, written by Glen L. Urban, Guilherme (Gui) Liberali, Erin MacDonald, Robert Bordley and John R. Hauser and published in the journal Marketing Science, Vol. 33, No. 1, Jan-Feb 2014, pp. 27-46. http://dx.doi.org/10.1287/mksc.2013.0803 (RePub http://repub.eur.nl/pub/76837/).
Citation
Liberali, G. (2014). Morphing advertising to improve online campaign success. RSM Discovery - Management Knowledge, 20(4), 12–14. Retrieved from http://hdl.handle.net/1765/77381