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

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...