Economics at your fingertips  

Television Advertising and Online Search

Mingyu Joo (), Kenneth Wilbur (), Bo Cowgill and Yi Zhu ()
Additional contact information
Mingyu Joo: Fisher College of Business, The Ohio State University, Columbus, Ohio 43210
Yi Zhu: Carlson School of Management, University of Minnesota, Minneapolis, Minnesota 55455

Management Science, 2014, vol. 60, issue 1, 56-73

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. This paper was accepted by Pradeep Chintagunta, marketing.

Keywords: advertising; information search; media; search engine marketing; television (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (44) Track citations by RSS feed

Downloads: (external link) (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Access Statistics for this article

More articles in Management Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().

Page updated 2023-11-11
Handle: RePEc:inm:ormnsc:v:60:y:2014:i:1:p:56-73