Consumer search activities can be endogenously determined by the ad positions in sponsored search advertising. We model … segments which exhibit distinct search behaviors. For advertisers, the value of search advertising comes primarily from …

In this paper, we explore how keyword ambiguity can affect search advertising performance. Consumers arrive at search …

This paper investigates the possibility that television advertising influences online search using the AOL search … choice model is estimated to determine whether hourly changes in brands’ television advertising expenditures are related to … advertising and consumers’ tendency to search branded keywords (e.g. “Fidelity”) rather than generic category-related keywords (e …

The phenomenon of paid search advertising has now become the most predominant form of online advertising in the … marketing world. However, we have little understanding of the impact of search engine advertising on consumers' responses in the … advertising, our analysis provides critical insights to managers in both traditional and Internet firms …

results, has emerged as a predominant form of advertising on the Internet. This paper studies a product-differentiation model …

Sponsored search advertising has grown rapidly since the last decade and is now a significant revenue source for search …

Sponsored search advertising is ascendant -- Jupiter Research reports expenditures rose 28% in 2007 to $8.9B and will … continue to rise at a 26% CAGR, approaching 1/2 the level of television advertising and making it one of the major advertising … that frequent clickers place a greater emphasis on the position of the sponsored advertising link. We further find that …