Bleier et al 2015

Question 1

banner effectivensess hinges on

Answer 1

on its interplay with timing and placement factors.

Question 2

Degree of content personalization

Answer 2

Based on both or only one: product category and brand viewed by the consumer

Question 3

Stage in the customer journey

Answer 3

Pre-purchase: information stage, consideration stage

& Post-purchase stage

Question 4

Ad placement / context

Answer 4

Ads on shopping-related (congruent) vs. unrelated (incongruent) websites

Question 5

banner ad effectiveness what when where

Answer 5

what: degree of content personalization, when stage in customer journey, where: ad placemetn context

Question 6

what increases ctr

Answer 6

personalization

Question 7

when does click through effectivenss decreases

Answer 7

as consumers progress toward the completion of the purchase decision process

Question 8

Overpersonalization

Answer 8

but quickly lose effectiveness over time

Question 9

Personalized banners are very effective when

Answer 9

consumers have just left the online store,

Question 10

View-through

Answer 10

whether a consumer independently returns to the retailer’s online store after viewing a banner but not clicking on it

Question 11

Goal-directed browsing

(view through) what is most effective

Answer 11

congruent personalized ads

Question 12

experientel browsing (click tgrough) what is most effectvie

Answer 12

personalised ads