Lindstädt, Nadine; Budzinski, Oliver - Institut für Volkswirtschaftlehre, Fakultät für … - 2012
complementation effects between internet and newspaper advertising. It was argued that retail advertising, in particular, may offer a … spending data for newspaper and internet display advertising of 13 different industries in the U.S. from 2001-2010. We find … evidence for some of the hypotheses. Whereas some industries showed clear substitution effects between internet display and …