Search Engine Advertising Effectiveness in a Multimedia Campaign
Volume: 18, Issue: 3, Pages: 7 - 38
Published: Apr 1, 2014
Abstract
Search engine advertising has become a multibillion-dollar business and one of the dominant forms of advertising on the Internet. This study examines the effectiveness of search engine advertising within a multimedia campaign, with explicit consideration of the interaction effects between search engine advertising and television and banner advertising. An advertising tracking study with about 300 respondents interviewed before and about 4,700...
Paper Details
Title
Search Engine Advertising Effectiveness in a Multimedia Campaign
Published Date
Apr 1, 2014
Volume
18
Issue
3
Pages
7 - 38
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