What Makes Advertising Work on Line and What Doesn't?

Catherine abeth tucker is a professor of management at mi t slone. She has been trying to investigate what makes advertising work on line and what it doesn't. And she found that all too often, it's just not working as well as we were led believe. Brands are forking out some 700 billion dollars a year on digital advertising. But only about two % of occasions did you see the ad have any effect on purchase intent.