Abstract

http://ssrn.com/abstract=2265012
 
 

References (36)



 
 

Citations (6)



 


 



Television Advertising and Online Search


Mingyu Joo


The Ohio State University, Fisher College of Business

Kenneth C. Wilbur


University of California, San Diego (UCSD) - Rady School of Management

Bo Cowgill


University of California, Berkeley

Yi Zhu


University of Minnesota - Carlson School of Management

March 1, 2013

Management Science, Forthcoming

Abstract:     
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 .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.

Number of Pages in PDF File: 36

Keywords: Advertising, Information Search, Media, Search Engine Marketing, Television

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Date posted: May 15, 2013 ; Last revised: June 22, 2014

Suggested Citation

Joo, Mingyu and Wilbur, Kenneth C. and Cowgill, Bo and Zhu, Yi, Television Advertising and Online Search (March 1, 2013). Management Science, Forthcoming. Available at SSRN: http://ssrn.com/abstract=2265012

Contact Information

Mingyu Joo (Contact Author)
The Ohio State University, Fisher College of Business ( email )
2100 Neil Ave.
Columbus, OH 43210-1144
United States
HOME PAGE: http://www.mingyujoo.com
Kenneth C. Wilbur
University of California, San Diego (UCSD) - Rady School of Management ( email )
9500 Gilman Drive
Rady School of Management
La Jolla, CA 92093
United States
HOME PAGE: http://kennethcwilbur.com
Bo Cowgill
University of California, Berkeley ( email )
310 Barrows Hall
Berkeley, CA 94720
United States
Yi Zhu
University of Minnesota - Carlson School of Management ( email )
321 - 19th Ave. South, Suite 3-150
Minneapolis, MN 55455
United States
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