PT  - JOURNAL ARTICLE
AU  - Michel Laroche
AU  - Isar Kiani
AU  - Nectarios Economakis
AU  - Marie-Odile Richard
TI  - Effects of Multi-Channel Marketing on Consumers' Online Search Behavior
AID  - 10.2501/JAR-53-4-431-443
DP  - 2013 Dec 01
TA  - Journal of Advertising Research
PG  - 431--443
VI  - 53
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/53/4/431.short
4100  - http://www.journalofadvertisingresearch.com/content/53/4/431.full
SO  - J Advert Res2013 Dec 01; 53
AB  - Amid the plethora of research on advertising effectiveness, the authors of the current study believe consumers' online search behavior, subsequent to exposure to traditional advertising messages, has been understudied. Using data from a major telecommunication company, this study's findings support the influence of employing multiple channels, advertising expenditures, and television and online advertising on consumers' tendency to follow through with their own online investigations.