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Morphing advertising to improve online campaign success

By G. (Gui) Liberali


__Abstract__\ud \ud Even though online advertising revenues have grown dramatically,\ud click-through rates for banner advertising continue to decrease,\ud raising hard questions regarding its effectiveness when targeting\ud consumers. However, with the development of a new technique\ud that matches banners to the cognitive style of viewers, the world\ud of online advertising is about to change

Topics: advertising, online advertising, banner advertising, targeting consumers, consumer behavior, marketing
Year: 2014
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