Key points are not available for this paper at this time.
尽管过去20年来整合营销传播趋势日益明显，广告商却很少协调电视广告与搜索广告活动。我们的研究发现，金融服务品牌的电视广告不仅增加了相关Google搜索的数量，还提升了搜索者使用品牌关键词替代通用关键词的倾向。品牌搜索总量对其电视广告的弹性为0.17，该效应在上午达到峰值。这些结果表明，营销从业者在策划、执行和评估电视及搜索广告活动时，应考虑跨媒体效应。本文由市场营销领域的Pradeep Chintagunta审稿通过。
Building similarity graph...
Analyzing shared references across papers
Loading...
Mingyu Joo
Kenneth C. Wilbur
Bo Cowgill
Management Science
University of California, Berkeley
University of California, San Diego
University of Minnesota
Building similarity graph...
Analyzing shared references across papers
Loading...
Joo 等人（Fri，）研究了该问题。
www.synapsesocial.com/papers/69d8ad046a6ff5a83cbed875 — DOI: https://doi.org/10.1287/mnsc.2013.1741
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: