Effects of offline ad content on online brand search: insights from super bowl advertising
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DOI: 10.1007/s11747-017-0551-8
Abstract: Individuals watch TV shows while simultaneously and/or immediately searching online. Thus, the content of offline TV ads can affect online brand search, a key predictor of sales. Yet there are few insights on the effect… read more here.
Keywords: brand search; search; content; brand ... See more keywords