Yao, Song; Mela, Carl F. - In: Marketing Science 30 (2011) 3, pp. 447-468
Sponsored search advertising is ascendant--Forrester Research reports expenditures rose 28% in 2007 to $8.1 billion and … to 2012. Forrester Research (October 10)], approaching half the level of television advertising and making sponsored … search one of the major advertising trends to affect the marketing landscape. Yet little empirical research exists to explore …