Advertising Integration Study
Taylor SchreinerYahoo! Inc., United States
INTRODUCTION
It is not a contentious proposition to claim that advertising, marketing and media coverage promote search activity. Had a young female singer never been shown on MTV or covered by the news media, then “Britney Spears” would not be the perennial top search term. In fact, a current ad for an online poker site asks users to “search for 888 on the web.” For its part, Yahoo! has seen noticeable lifts in searches for specific brands on days when heavy advertising on the Yahoo! front page and across other media...