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      • THE INFLUENCE OF WEATHER ON THE EFFECTIVENESS OF MULTIPLE ADVERTISING CHANNELS

        Felix Rafael Maria Weißmüller,Lisa Stoll 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

        Previous studies showed that poor weather conditions lead to increased online browsing behavior, which again enhances the likelihood for consumers to see an online advertisement (Ghose & Todri, 2016; Weißmüller et al., 2017). The authors assume that these changes in media consumption behavior effect not only one but many advertising channel simultaneously. Therefore, the authors investigate in this study how weather influences the effectiveness of several advertising channels at the same time. Specifically, they use field data over two years from an online streaming provider to capture advertising-spending, and -reach, as well as subscriptions. Furthermore, weather data from different weather stations across Germany are matched with customer data. The authors analyze five different advertising channels: television, email, affiliate, online display and search engine. By applying a count regression, preliminary empirical evidence suggests that weather-induced changes in media consumption leverages advertising effectiveness.

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