Book contents
- The Cambridge Handbook of Marketing and the Law
- The Cambridge Handbook of Marketing and the Law
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Contributors
- Introduction
- Part I Understanding Consumer Behavior
- Part II Understanding Marketing Phenomena
- 5 The Persistence of False Reference Prices
- 6 Brand Value, Marketing Spending, and Brand Royalty Rates
- 7 On Puffery
- 8 Search Engine Advertising, Trademark Bidding, and Consumer Intent
- Part III Methodological Advances
- Part IV How the Law Protects
8 - Search Engine Advertising, Trademark Bidding, and Consumer Intent
from Part II - Understanding Marketing Phenomena
Published online by Cambridge University Press: 29 June 2023
Book contents
- The Cambridge Handbook of Marketing and the Law
- The Cambridge Handbook of Marketing and the Law
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Contributors
- Introduction
- Part I Understanding Consumer Behavior
- Part II Understanding Marketing Phenomena
- 5 The Persistence of False Reference Prices
- 6 Brand Value, Marketing Spending, and Brand Royalty Rates
- 7 On Puffery
- 8 Search Engine Advertising, Trademark Bidding, and Consumer Intent
- Part III Methodological Advances
- Part IV How the Law Protects
Summary
Online advertising has quickly become one of the most important avenues through which brands reach consumers. It is lauded as one of the most effective ways for a business to grow, acquire new customers, and spread information.1 By some estimates, Internet advertising is a nearly $300 billion business.2
- Type
- Chapter
- Information
- The Cambridge Handbook of Marketing and the Law , pp. 185 - 204Publisher: Cambridge University PressPrint publication year: 2023