Search Advertising
نویسندگان
چکیده
منابع مشابه
Cooperative Search Advertising
Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers and retailers. A manufacturer can sponsor retailers to advertise his products while at the same time compete with them in position auctions. We model a manufacturer and retailers’ cooperation and intra-brand competition in advertising, as well as inter-brand competition with oth...
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In this paper, we investigate advertisers’ budgeting and bidding strategies across multiple search platforms. Our goal is to characterize equilibrium allocation of a limited budget across platforms and draw managerial insights for both search engines and advertisers. We develop a model with two search engines and budget-limited advertisers who compete to obtain advertising slots across search p...
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In last decade, yearly revenue from online advertising has soared from a moderate US$907 million to a whooping US$16.9 billion and the driving force behind this huge leap is found to be search advertising. Forecasts suggest that this trend will continue in coming years through the innovation of new types of search-related advertising. This rapidly burgeoning industry involves complex business m...
متن کاملTelevision Advertising and Online Search
D a 20-year trend toward integrated marketing communications, advertisers seldom coordinate television and search advertising campaigns. We find that television advertising for financial services brands increases both the number of related Google searches and searchers’ tendency to use branded keywords in place of generic keywords. The elasticity of a brand’s total searches with respect to its ...
متن کاملInformative Advertising with Discretionary Search
We consider a model of strategic information transmission in which a firm can communicate its quality to consumers through informative advertising. Our main result is that informative advertising claims can be credible even when the firm faces consumers with ex ante homogeneous preferences. A fundamental assumption of our model is that whether the product is available for purchase is independen...
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ژورنال
عنوان ژورنال: American Economic Journal: Microeconomics
سال: 2016
ISSN: 1945-7669,1945-7685
DOI: 10.1257/mic.20130138