Television Advertising and Online Search

Despite a 20-year trend toward integrated marketing communications, advertisers seldom coordinate television and search advertising campaigns. We find that television advertising for financial services brands increases both the number of related Google searches and searchers' tendency to use br...

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Veröffentlicht in:	Management science 2014-01, Vol.60 (1), p.56-73
Hauptverfasser:	Joo, Mingyu, Wilbur, Kenneth C., Cowgill, Bo, Zhu, Yi
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising agencies Advertising campaigns Advertising expenditures Advertising media Brands Competition Consumer advertising Consumer behavior Consumer choice Consumers Database searching Financial services Financial services industry Impact analysis Influence information search Information services Information services industry Integrated marketing Internet Internet advertising Internet/Web advertising Internet/Web search services Keywords Management science Media Online advertising Online searching search engine marketing Search engines Sponsored search Studies Television Television advertising Television commercials U.S.A
Online-Zugang:	Volltext
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