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