‘Online Ads Circumvent Offline Ad Bans’
*Consumers have access to more than one advertising medium today*
Not allowed to advertise your booze or smokes on a billboard? That’s okay. Research shows online advertising works especially well in places with government ad bans.
“If you want to regulate the offline world, you have to remember that people have access online too and you have to think about how that online world is going to mitigate the effects of your regulation,” said Avi Goldfarb, a marketing professor at the University of Toronto’s Rotman School of Management who co-wrote a study on the topic with Catherine Tucker of MIT’s Sloan School of Management. (more…)