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Targeted Advertising in Magazine Markets and the Advent of the Internet


Chandra, Ambarish; Kaiser, Ulrich (2014). Targeted Advertising in Magazine Markets and the Advent of the Internet. Management Science, 60(7):1829-1843.

Abstract

This paper examines how the ability of traditional media firms to engage in targeted advertising has changed 1 with the advent of the Internet. We find that the premium for reaching a homogeneous audience increases for magazines that have a companion website, as well as for those whose readers are more likely to be online. This indicates a complementarity between offline and online channels with respect to targeted advertising. We hypothesize that this result is driven by multihoming consumers who enhance the value of targeted advertising, in contrast to the usual assumption that multiple advertising messages are redundant

Abstract

This paper examines how the ability of traditional media firms to engage in targeted advertising has changed 1 with the advent of the Internet. We find that the premium for reaching a homogeneous audience increases for magazines that have a companion website, as well as for those whose readers are more likely to be online. This indicates a complementarity between offline and online channels with respect to targeted advertising. We hypothesize that this result is driven by multihoming consumers who enhance the value of targeted advertising, in contrast to the usual assumption that multiple advertising messages are redundant

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Scopus Subject Areas:Social Sciences & Humanities > Strategy and Management
Social Sciences & Humanities > Management Science and Operations Research
Language:English
Date:7 July 2014
Deposited On:12 Sep 2019 10:27
Last Modified:22 Apr 2020 21:05
Publisher:Informs
ISSN:0025-1909
OA Status:Closed
Free access at:Publisher DOI. An embargo period may apply.
Publisher DOI:https://doi.org/10.1287/mnsc.2013.1830
Other Identification Number:merlin-id:18206

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