Television Advertising and Online Search

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 br...

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Bibliographic Details
Published in:Management science 2014-01, Vol.60 (1), p.56-73
Main Authors: Joo, Mingyu, Wilbur, Kenneth C., Cowgill, Bo, Zhu, Yi
Format: Article
Language:English
Subjects:
Advertising
Advertising agencies
Advertising campaigns
Advertising expenditures
Advertising media
Brands
Competition
Consumer advertising
Consumer behavior
Consumer choice
Consumers
Database searching
Financial services
Financial services industry
Impact analysis
Influence
information search
Information services
Information services industry
Integrated marketing
Internet
Internet advertising
Internet/Web advertising
Internet/Web search services
Keywords
Management science
Media
Online advertising
Online searching
search engine marketing
Search engines
Sponsored search
Studies
Television
Television advertising
Television commercials
U.S.A
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Summary: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. This paper was accepted by Pradeep Chintagunta, marketing.
ISSN:0025-1909
1526-5501
DOI:10.1287/mnsc.2013.1741