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