Mingyu Joo

Learn More
D espite 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(More)
It is known that prices may signal quality, that prices are often communicated by advertising, and that the source of an advertisement is a key determinant of its effect. Taken together, these three facts suggest price advertising by different channel members may have different effects. In particular, price advertising by manufacturers should result in(More)
  • 1