PT - JOURNAL ARTICLE AU - Dan Zigmond AU - Horst Stipp TI - Assessing a New Advertising Effect AID - 10.2501/S0021849910091324 DP - 2010 Jun 01 TA - Journal of Advertising Research PG - 162--168 VI - 50 IP - 2 4099 - http://www.journalofadvertisingresearch.com/content/50/2/162.short 4100 - http://www.journalofadvertisingresearch.com/content/50/2/162.full SO - J Advert Res2010 Jun 01; 50 AB - Most Americans today use both television and the Internet on a daily basis, and studies have shown that many are frequently online or in proximity of a computer while they are watching television. One result of these multi-platform media use patterns is a new television advertising effect: today's consumer can easily obtain more information on an advertised product by searching for more information on the Web. This article demonstrates the measurement of such an effect by introducing a new metric—a measure of changes in Google search queries—that can show how TV commercials or sponsorships can trigger Internet searches by consumers. We believe this metric is a valuable addition to the researcher's toolkit for assessing advertising effects and regions of interest as it measures an actual behavioral advertising response.