Cost-effective advertising through TV and newspaper "banner" ads.

Abstract

Banner ads, small strip ads in newspapers used to specifically promote an information piece, were introduced into one newspaper in the Connecticut market in 1999 by Yale-New Haven Hospital (YNHH). Based on their success, the concept was expanded to six additional newspapers in late 2000 and to TV in the summer of 2001. Between 2000-2002, even as the overall… (More)

Cite this paper

@article{Gombeski2003CosteffectiveAT, title={Cost-effective advertising through TV and newspaper "banner" ads.}, author={William R Gombeski and Jan Taylor and Katie Krauss and Clayton Medeiros}, journal={Health marketing quarterly}, year={2003}, volume={20 3}, pages={37-54} }