Getting something for nothing: the impact of a sample offer and user mode on banner ad response

Maureen E. Hupfer and Alex Grey

An Internet banner that advertised a free sample generated higher click-through than a banner ad with information only.
  

Getting something for nothing: the impact of a sample offer and user mode on banner ad response

Maureen E. HupferMcMaster University

Alex GreyJ. Walter Thompson

INTRODUCTION

Concern about poor effectiveness characterizes recent commentary regarding...

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