Joo, Mingyu; Wilbur, Kenneth C.; Cowgill, Bo; Zhu, Yi - 2020
advertising campaigns. We find that television advertising for financial services brands increases both the number of related …’s total searches with respect to its TV advertising is .17, an effect that peaks in the morning. These results suggest that … practitioners should account for cross-media effects when planning, executing, and evaluating both television and search advertising …