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

by Sang, Yeal Lee

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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 boo...more

Hardcover, 132 pages

Published August 1st 2006 by Cambria Press

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Nov 19, 2008

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