Television Advertising and Online Search

• 成果类型: Article
• 署名作者: Joo, Mingyu; Wilbur, Kenneth C.; Cowgill, Bo; Zhu, Yi
• 署名单位: University System of Ohio; Ohio State University; University of California System; University of California San Diego; University of California System; University of California Berkeley; University of Minnesota System; University of Minnesota Twin Cities
• 刊物名称: MANAGEMENT SCIENCE
• ISSN/ISSBN: 0025-1909
• DOI: 10.1287/mnsc.2013.1741
• 发表日期: 2014
• 页码: 56-73
• 关键词: Advertising; Information search; media; search engine marketing; television

摘要

Despite a 20-year trend toward integrated marketing communications, advertisers seldom coordinate television and search advertising campaigns. We find that television advertising for financial services brands increases both the number of related Google searches and searchers' tendency to use branded keywords in place of generic keywords. The elasticity of a brand's total searches with respect to its TV advertising is 0.17, an effect that peaks in the morning. These results suggest that practitioners should account for cross-media effects when planning, executing, and evaluating both television and search advertising campaigns.