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Television Advertising and Online Search

Author

Listed:
  • Mingyu Joo

    (Fisher College of Business, The Ohio State University, Columbus, Ohio 43210)

  • Kenneth C. Wilbur

    (Rady School of Management, University of California, San Diego, La Jolla, California 92093)

  • Bo Cowgill

    (Haas School of Business, University of California, Berkeley, Berkeley, California 94720)

  • Yi Zhu

    (Carlson School of Management, University of Minnesota, Minneapolis, Minnesota 55455)

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.

Suggested Citation

  • Mingyu Joo & Kenneth C. Wilbur & Bo Cowgill & Yi Zhu, 2014. "Television Advertising and Online Search," Management Science, INFORMS, vol. 60(1), pages 56-73, January.
    • Handle: RePEc:inm:ormnsc:v:60:y:2014:i:1:p:56-73
    DOI: 10.1287/mnsc.2013.1741
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