Television advertising and online search

Mingyu Joo, Kenneth C. Wilbur, Bo Cowgill, Yi Zhu

Research output: Contribution to journalArticle

64 Scopus citations

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 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.

Original languageEnglish (US)
Pages (from-to)56-73
Number of pages18
JournalManagement Science
Volume60
Issue number1
DOIs
StatePublished - Jan 1 2014

Keywords

  • Advertising
  • Information search
  • Media
  • Search engine marketing
  • Television

Fingerprint Dive into the research topics of 'Television advertising and online search'. Together they form a unique fingerprint.

  • Cite this