Television Advertising and Online Search
The Ohio State University, Fisher College of Business
Kenneth C. Wilbur
University of California, San Diego (UCSD) - Rady School of Management
University of California, Berkeley
University of Minnesota - Carlson School of Management
March 1, 2013
Management Science, Forthcoming
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
Date posted: May 15, 2013 ; Last revised: June 22, 2014
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