skip to main content
Ngôn ngữ:
Giới hạn tìm kiếm: Giới hạn tìm kiếm: Dạng tài nguyên Hiển thị kết quả với: Hiển thị kết quả với: Chỉ mục

Search engine advertising: channel substitution when pricing ads to context.(Report)

Goldfarb, Avi ; Tucker, Catherine

Management Science, 2011, Vol.57(3), p.458(13) [Tạp chí có phản biện]

ISSN: 0025-1909 ; DOI: 10.1287 / mnsc.1100.1287

Truy cập trực tuyến

Trích dẫn Trích dẫn bởi
  • Nhan đề:
    Search engine advertising: channel substitution when pricing ads to context.(Report)
  • Tác giả: Goldfarb, Avi ; Tucker, Catherine
  • Chủ đề: Management Science – Research ; Internet Advertising – Management ; Internet Advertising – Finance ; Pricing – Research
  • Là 1 phần của: Management Science, 2011, Vol.57(3), p.458(13)
  • Mô tả: We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in "ambulance-chaser" regulations across states. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5%-7% higher. Therefore, online advertising substitutes for offline advertising. This substitution toward online advertising is strongest in markets with fewer customers, suggesting that the relationship between the online and offline media is mediated by the marketers' need to target their communications. Key words: advertising and media; information systems; IT policy and management; electronic commerce; search engine advertising History: Received March 19, 2010; accepted September 28, 2010, by Pradeep Chintagunta, marketing. Published online in Articles in Advance January 28, 2011.
  • Ngôn ngữ: English
  • Số nhận dạng: ISSN: 0025-1909 ; DOI: 10.1287 / mnsc.1100.1287

Đang tìm Cơ sở dữ liệu bên ngoài...