Effects of Multi-Channel Marketing on Consumers’ Online Search Behavior: The Power of Multiple Points of Connection
Michel Laroche and Isar Kiani
Concordia University
Nectarios Economakis
Google Montréal
Marie-Odile Richard
independent researcher
Management slant
- This study tracks the effects of advertising expenditures in different media outlets on subsequent consumer online search behavior for advertised products.
- The data are from a large telecommunications company compiled over 78 weeks.
- Findings suggest that exposure to advertising on different media outlets increases the likelihood of follow-up search by individuals. Radio is less effective than television and online impressions in generating follow-up search....