Television Advertising and Online Search

被引：104

作者：

Joo, Mingyu ^{[1
]}

Wilbur, Kenneth C. ^{[2
]}

Cowgill, Bo ^{[3
]}

Zhu, Yi ^{[4
]}

机构：

[1] Ohio State Univ, Fisher Coll Business, Columbus, OH 43210 USA

[2] Univ Calif San Diego, Rady Sch Management, La Jolla, CA 92093 USA

[3] Univ Calif Berkeley, Haas Sch Business, Berkeley, CA 94720 USA

[4] Univ Minnesota, Carlson Sch Management, Minneapolis, MN 55455 USA

来源：

MANAGEMENT SCIENCE | 2014年 / 60卷 / 01期

关键词：

advertising; information search; media; search engine marketing; television; KNOWLEDGE; MODEL; MEDIA; PERCEPTIONS; EXPOSURE; SYNERGY; OFFLINE; IMPACT;

D O I：

10.1287/mnsc.2013.1741

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

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.

引用

页码：56 / 73

页数：18

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