Television Advertising and Online Search

Management Science, Forthcoming

36 Pages Posted: 15 May 2013 Last revised: 22 Jun 2014

Mingyu Joo

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

Date Written: March 1, 2013

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.

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

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: https://ssrn.com/abstract=2265012

Mingyu Joo (Contact Author)

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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