ABSTRACT
In the recent past, the Internet has gained great importance as an advertising medium. The question of marketing accountability has become one of the top research areas for researchers and practitioners aiming to optimise marketing-budget allocations. This study analyses customers behaviour by tracking advertising impressions and clicks, and compares this data with 2.7 million orders generated at different price levels. Using the Elaboration Likelihood Model, we introduce a new method of analysis for advertising effectiveness, focusing on the effect of channel presence on actual orders in certain price groups. The results show that push channels have a minor effect on sales compared with pull channels. Additionally, we show that products at different price levels can be promoted via selective advertising channels.
