Business, Management and Accounting
8 years ago

Online advertising prices soar as lawyers shift from traditional marketing methods.

SSRN Electronic Journal
Search Engine Advertising: Channel Substitution when Pricing Ads to Context
Avi Goldfarb, Catherine E. Tucker

Paper Summary

The study looked at how lawyers advertise online and offline. They found that when lawyers can't send mail to clients, online ads cost more. This means online ads replace offline ads. This happens more in places with fewer customers. So, lawyers use online ads to target their messages better.

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