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Continuity in Exposure:
Intentional and Accidental Retention

In the paper, "Banner Ads Click with Consumers", professors from the University of Chicago Graduate Business School, summarize their study on the effects of banner advertising on customer retention. The paper specifically addresses a firm's ability to correlate consumer behavior with advertising exposure using "cookies", as well as the differences in consumer behavior based on the continuity of banner advertising across numerous websites.
The use of small files, called "cookies", which are automatically downloaded to a consumer's hard drive once they visit a website (such as by clicking on a banner ad), allows firms to collect detailed data as to the place, time, and number of ads each consumer was exposed to. The collection of this type of data can be extremely important to marketers when they make decisions about their overall online marketing plan, types of ads, and placement of those ads. By examining this......

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Approximate Word Count: 510
Approximate Pages: 3 (250 words per double-spaced page)

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