GSB Study: Do Banner Ads Affect Purchasing Behavior?

Marketing News reported on a new study by three GSB professors and a PhD candidate that examined for the first time whether or not banner advertising affected purchasing patterns. Pradeep Chintagunta, Robert Law Professor of Marketing; Jean-Pierre Dube, Associate Professor of Marketing; Puneet Manchanda, Associate Professor of Marketing; and Khim Yong Goh, a doctoral candidate in marketing, used a behavioral database to examine probabilities. The results show repeat purchase probabilities are positively affected by the number of exposures, number of websites and number of pages on which a customer is exposed to advertising.

The paper’s quantitative approach to the topic is typical of the GSB’s belief that, regardless of the business discipline involved, you have to crunch the numbers. Theory needs to be backed up by that kind of analysis.

View a copy of the paper.