Cross-channel advertising has grown tremendously in recent years as a means to better reach consumers. Television and the internet as well as other channels are used in conjunction to market products. This study attempts to determine the effects of television advertising and its impact on consumer search behavior. More specifically, how search behavior is affected by exposure to television advertising. Actual data over a period of 78 weeks from a large Canadian company is employed. The analysis examines how advertising exposure and expenditure impacts search behavior for the company’s brand.
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