Search Engine Advertising: Channel Substitution When Pricing Ads to Context
研究了广告平台间的替代模式，利用律师广告价格数据发现，当律师不能通过邮件联系客户时，搜索引擎广告每次点击价格提高5%-7%，表明在线广告替代了线下广告，且这种替代在客户较少的市场中最强。
We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in “ambulance-chaser” regulations across states. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5%–7% higher. Therefore, online advertising substitutes for offline advertising. This substitution toward online advertising is strongest in markets with fewer customers, suggesting that the relationship between the online and offline media is mediated by the marketers' need to target their communications. This paper was accepted by Pradeep Chintagunta, marketing.