By HBS Working Knowledge, Contributor

Internet advertising was supposed to make it easier for marketers to measure the impact of their ad buys. But a basic question remains: Which influences customers more — search ads or display ads?  HBS professor Sunil Gupta discusses his research on the subject in this article by Michael Blanding, which first appeared on the HBS Working Knowledge website. 

From: http://www.forbes.com/sites/hbsworkingknowledge/2013/04/15/search-vs-display-advertising-which-promises-more-bang-for-the-buck/