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Handbook of Marketing Decision Models pp 327–369Cite as

Marketing Models for Electronic Commerce

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Part of the book series: International Series in Operations Research & Management Science ((ISOR,volume 121))

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Notes

  1. 1.

    Banner ads are typically 480×60 pixels large, occupying about 10 percent of an average web page. Ads usually have both graphic and text content and contain a link to the advertiser’s web site which is activated by clicking on the ad.

  2. 2.

    Equation 10.2 follows the authors’ notation from their article. Note that the binary logit model can also be written as \(\pi_{iso}=\exp({\rm{U}})/(1+\exp({\rm{U}}))\) where U is given by \(a_i+\theta\prime X_{iso}+\boldsymbol{\eta}\prime Y_{is}+ \lambda\prime Z_i.\)

  3. 3.

    Note that position takes a higher numeric value as the link appears farther down the list; this makes higher position associated with lower click-through.

  4. 4.

    The interested reader is referred to the original article, Moe (2003), for the complete set of empirical results.

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Author information

Authors and Affiliations

  1. UCLA Anderson School, Los Angeles, CA, USA

    Randolph E. Bucklin

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  1. Randolph E. Bucklin
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Correspondence to Randolph E. Bucklin .

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Editors and Affiliations

  1. Erasmus University, Rotterdam, The Netherlands

    Berend Wierenga (Prof) (Prof)

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Bucklin, R.E. (2008). Marketing Models for Electronic Commerce. In: Wierenga, B. (eds) Handbook of Marketing Decision Models. International Series in Operations Research & Management Science, vol 121. Springer, Boston, MA. https://doi.org/10.1007/978-0-387-78213-3_10

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