Effects of Multi-Channel Marketing on Consumers' Online Search Behavior: The Power of Multiple Points of Connection

Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied.

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....

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