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| Author: | Zigmond, D. Stipp, H. |
| Title: | Assessing a new advertising effect |
| Journal: | Journal of Advertising Research
2010 : JUN, VOL. 50:2, p. 162-168 |
| Index terms: | advertising television advertising consumer behaviour information retrieval Internet |
| Freeterms: | WWW media |
| Language: | eng |
| Abstract: | Today, most Americans use both television and the Internet on a daily basis. Studies have shown that many are frequently online or in proximity of a computer while watching television. One result of these multi-platform media use patterns is a new TV advertising effect: consumers can easily get more information on an advertised product by searching on the Web. It is herein demonstrated the measurement of such an effect by introducing a new metric, a measure of changes in Google search queries, that can show how TV ads (or sponsorships) can trigger consumer Internet searching. This metric is seen as a valuable addition to the researcher's toolkit for evaluating advertising effects and regions of interest as it measures an actual behavioural advertising response. |
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