PT - JOURNAL ARTICLE AU - Laroche, Michel AU - Kiani, Isar AU - Economakis, Nectarios AU - Richard, Marie-Odile 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.