منابع مشابه
Television Advertising and Online Shopping
Media multitasking competes with television advertising for consumers’ attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a massive dataset spanning $3.4 billion in spending by 20 brands, measures of brands’ website traffic and transactions, and ad con...
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 کاملRegulation of television advertising
Regulation of television advertising typically covers both the time devoted to commercials and restrictions on the commodities or services that can be publicized to various audiences (stricter laws often apply to children’s programming). Time restrictions (advertising caps) may improve welfare when advertising is overprovided in the market system. Even then, such caps may reduce the diversity o...
متن کاملThe Effectiveness and Targeting of Television Advertising
Television networks spend about 16% of their revenues on tune-ins, which are previews or advertisements for their own shows. In this paper, we examine two questions. First, what is the informational content in advertising? Second, is this level of expenditures consistent with profit maximization? To answer these questions, we use a new and unique micro-level panel dataset on the television view...
متن کاملThe Economic Psychology of Television Advertising
Economic theories of the role of advertising in a market economy tend to focus on the provision of information to the consumer. The emprical validity of this rich body of work has been demonstrated convincingly, and points to a vital role for advertising in ensuring a robust and competitive marketplace. But there are also certain aspects of many advertisements–especially those seen on televisio...
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ژورنال
عنوان ژورنال: American Journal of Public Health
سال: 1976
ISSN: 0090-0036,1541-0048
DOI: 10.2105/ajph.66.10.975