De haan 2016

Question 1

The online purchase funnel

advertising activities 3x

Answer 1

FIC: firm inititated communication
CS CIC: content-seperated customer-inititated communication
CI CIC: content-integrated

Question 2

Content-integration

Answer 2

advertising message is integrated into the editorial content of the website (e.g. a price comparison site)

Question 3

Content-separation

Answer 3

: advertising message is NOT integrated into the editorial content of the website (e.g. retargeting prospects while they are visiting an unrelated website).

Question 4

what is most effective

Answer 4

Content-integrated CIC

Question 5

Advertising elasticity:

Answer 5

the percentage change in the outcome (typically sales) in response to a 1% change in advertising (typically budget)
1% change in advertising spending leads to x% change in sales

Question 6

Last-click attribution:

Answer 6

No credit is given to earlier advertisements, the effect of seasonality, or baseline revenues.

Question 7

Key takeaways de Haan et al. (2016)

3x

Answer 7

Offline advertising forms have low sales elasticities
CIC have greater sales elasticities than FIC
Content-integrated CICs tend to distinguish themselves from other forms of advertising in the later stages of the funnel

Question 8

Offline advertising forms have low sales elasticities

Presumably because

Answer 8

the retailer mainly uses offline advertising to build and retain brand awareness, perceptions, and goodwill rather than to drive immediate sales online.

Question 9

CIC have greater sales elasticities than FIC

CIC require some level of interest from the customer because ?

Answer 9

they are based on customers’ own queries and are considered far less intrusive compared to FIC.

Question 10

Content-integrated CICs tend to distinguish themselves from other forms of advertising in the later stages of the funnel. becayse

Answer 10

Content-integrated CICs tend to distinguish themselves from other forms of advertising in the later stages of the funnel.