What? New research investigates whether firms whose sales occur mostly offline should invest in online advertising.
So What? The authors show that online banner ads can significantly affect offline sales indirectly by providing information for nonrecent consumers and by building the brand for recent consumers.
Now What? In particular, firms that promote changing assortments with distinct campaigns, such as “fast fashion” retailers and hard discounters, can benefit from banner advertisement, even if most sales are offline.

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