Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a … result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and … company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country …

testimonial will increase social media advertising effectiveness. This paper uses data from field experiments conducted by two …

We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for …. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5-7% higher …. Therefore, online advertising substitutes for offline advertising. This substitution towards online advertising is strongest in …

views of 400 video ads, and crowd-sourced measurement of advertising persuasiveness among 24,000 survey responses …

examines how the memorability of banner advertising changed with the introduction of new standards regularizing its format …

Online advertising is increasingly subject to antitrust scrutiny, but there is a lack of empirical analysis on whether … the large offline advertising market disciplines the online advertising market. Here, we summarize two empirical analyses … that begin to fill this void by showing an effect of offline advertising on online advertising …

indeed responsive to firm-sponsored messages. To explore whether early propagators of trending topics respond to advertising … both field tests, we consistently find that early propagators of trends are less responsive to advertising than consumers …