Targeted Advertising in Magazine Markets and the Advent of the Internet
This paper examines how the ability of traditional media firms to engage in targeted advertising has changed with the advent of the Internet. We find that the premium for reaching a homogeneous audience increases for magazines that have a companion website, as well as for those whose readers are mor...
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| Veröffentlicht in: | Management science 2014-07, Vol.60 (7), p.1829-1843 |
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| container_end_page | 1843 |
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| container_issue | 7 |
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| container_title | Management science |
| container_volume | 60 |
| creator | Chandra, Ambarish Kaiser, Ulrich |
| description | This paper examines how the ability of traditional media firms to engage in targeted advertising has changed with the advent of the Internet. We find that the premium for reaching a homogeneous audience increases for magazines that have a companion website, as well as for those whose readers are more likely to be online. This indicates a complementarity between offline and online channels with respect to targeted advertising. We hypothesize that this result is driven by multihoming consumers who enhance the value of targeted advertising, in contrast to the usual assumption that multiple advertising messages are redundant.
This paper was accepted by Pradeep Chintagunta, marketing. |
| doi_str_mv | 10.1287/mnsc.2013.1830 |
| format | Article |
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| ispartof | Management science, 2014-07, Vol.60 (7), p.1829-1843 |
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| language | eng |
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| source | INFORMS PubsOnLine; Business Source Complete; Jstor Complete Legacy |
| subjects | Advertising Advertising media Advertising rates Analysis Audiences Consumer advertising Consumers Demography Hypothesis Internet Internet advertising Internet complementarity Internet/Web advertising Magazine advertising Media multihoming Online advertising Online media Periodicals Prices Print advertising Publishing industry Studies Target markets targeted advertising Websites Western Europe |
| title | Targeted Advertising in Magazine Markets and the Advent of the Internet |
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