IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v34y2015i3p311-330.html
   My bibliography  Save this article

Television Advertising and Online Shopping

Author

Listed:
  • Jura Liaukonyte

    (Dyson School of Applied Economics and Management, Cornell University, Ithaca, New York 14850)

  • Thales Teixeira

    (Harvard Business School, Boston, Massachusetts 02163)

  • Kenneth C. Wilbur

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

Abstract

Media multitasking competes with television advertising for consumers’ attention, but may also facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a massive data set spanning $3.4 billion in spending by 20 brands, measures of brands’ website traffic and transactions, and ad content measures for 1,224 commercials. We use a quasi-experimental design to estimate whether and how TV advertising influences changes in online shopping within two-minute pre/post windows of time. We use nonadvertising competitors’ online shopping in a difference-in-differences approach to measure the same effects in two-hour windows around the time of the ad. The findings indicate that television advertising does influence online shopping and that advertising content plays a key role. Action-focus content increases direct website traffic and sales. Information-focus and emotion-focus ad content actually reduce website traffic while simultaneously increasing purchases, with a positive net effect on sales for most brands. These results imply that brands seeking to attract multitaskers’ attention and dollars must select their advertising copy carefully.Data, as supplemental material, are available at http://dx.doi.org/10.1287/mksc.2014.0899 .

Suggested Citation

  • Jura Liaukonyte & Thales Teixeira & Kenneth C. Wilbur, 2015. "Television Advertising and Online Shopping," Marketing Science, INFORMS, vol. 34(3), pages 311-330, May.
    • Handle: RePEc:inm:ormksc:v:34:y:2015:i:3:p:311-330
    DOI: 10.1287/mksc.2014.0899
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.2014.0899
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mksc.2014.0899?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Simon P. Anderson & Régis Renault, 2006. "Advertising Content," American Economic Review, American Economic Association, vol. 96(1), pages 93-113, March.
    2. Eric J. Johnson & Wendy W. Moe & Peter S. Fader & Steven Bellman & Gerald L. Lohse, 2004. "On the Depth and Dynamics of Online Search Behavior," Management Science, INFORMS, vol. 50(3), pages 299-308, March.
    3. Chen Lin & Sriram Venkataraman & Sandy D. Jap, 2013. "Media Multiplexing Behavior: Implications for Targeting and Media Planning," Marketing Science, INFORMS, vol. 32(2), pages 310-324, March.
    4. Young-Hoon Park & Peter S. Fader, 2004. "Modeling Browsing Behavior at Multiple Websites," Marketing Science, INFORMS, vol. 23(3), pages 280-303, May.
    5. Alan L. Montgomery & Shibo Li & Kannan Srinivasan & John C. Liechty, 2004. "Modeling Online Browsing and Path Analysis Using Clickstream Data," Marketing Science, INFORMS, vol. 23(4), pages 579-595, November.
    6. 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.
    7. Wesley Hartmann & Harikesh S. Nair & Sridhar Narayanan, 2011. "Identifying Causal Marketing Mix Effects Using a Regression Discontinuity Design," Marketing Science, INFORMS, vol. 30(6), pages 1079-1097, November.
    8. Anderson, Simon P. & Ciliberto, Federico & Liaukonyte, Jura, 2013. "Information content of advertising: Empirical evidence from the OTC analgesic industry," International Journal of Industrial Organization, Elsevier, vol. 31(5), pages 355-367.
    9. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    10. Thomas Blake & Chris Nosko & Steven Tadelis, 2015. "Consumer Heterogeneity and Paid Search Effectiveness: A Large‐Scale Field Experiment," Econometrica, Econometric Society, vol. 83, pages 155-174, January.
    11. Kenneth C. Wilbur, 2008. "A Two-Sided, Empirical Model of Television Advertising and Viewing Markets," Marketing Science, INFORMS, vol. 27(3), pages 356-378, 05-06.
    12. Jianan Wu & Victor J. Cook & Edward C. Strong, 2005. "A Two-Stage Model of the Promotional Performance of Pure Online Firms," Information Systems Research, INFORMS, vol. 16(4), pages 334-351, December.
    13. Onishi, Hiroshi & Manchanda, Puneet, 2012. "Marketing activity, blogging and sales," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 221-234.
    14. Linli Xu & Kenneth C. Wilbur & S. Siddarth & Jorge M. Silva-Risso, 2014. "Price Advertising by Manufacturers and Dealers," Management Science, INFORMS, vol. 60(11), pages 2816-2834, November.
    15. Naik, Prasad A. & Peters, Kay, 2009. "A Hierarchical Marketing Communications Model of Online and Offline Media Synergies," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 288-299.
    16. MacInnis, Deborah J & Price, Linda L, 1987. "The Role of Imagery in Information Processing: Review and Extensions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 473-491, March.
    17. Peter J. Danaher, 2007. "Modeling Page Views Across Multiple Websites with an Application to Internet Reach and Frequency Prediction," Marketing Science, INFORMS, vol. 26(3), pages 422-437, 05-06.
    18. Hans Haans & Néomie Raassens & Roel Hout, 2013. "Search engine advertisements: The impact of advertising statements on click-through and conversion rates," Marketing Letters, Springer, vol. 24(2), pages 151-163, June.
    19. Chaney, Paul K & Devinney, Timothy M & Winer, Russell S, 1991. "The Impact of New Product Introductions on the Market Value of Firms," The Journal of Business, University of Chicago Press, vol. 64(4), pages 573-610, October.
    20. Kenneth C. Wilbur & Linli Xu & David Kempe, 2013. "Correcting Audience Externalities in Television Advertising," Marketing Science, INFORMS, vol. 32(6), pages 892-912, November.
    21. Thales Teixeira & Rosalind Picard & Rana el Kaliouby, 2014. "Why, When, and How Much to Entertain Consumers in Advertisements? A Web-Based Facial Tracking Field Study," Marketing Science, INFORMS, vol. 33(6), pages 809-827, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Beth L. Fossen & David A. Schweidel, 2019. "Social TV, Advertising, and Sales: Are Social Shows Good for Advertisers?," Marketing Science, INFORMS, vol. 38(2), pages 274-295, March.
    2. Beth L. Fossen & David A. Schweidel, 2017. "Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity," Marketing Science, INFORMS, vol. 36(1), pages 105-123, January.
    3. Haoyan Sun & Ming Fan & Yong Tan, 2020. "An Empirical Analysis of Seller Advertising Strategies in an Online Marketplace," Information Systems Research, INFORMS, vol. 31(1), pages 37-56, March.
    4. Sahar Karimi, 2021. "Cross-visiting Behaviour of Online Consumers Across Retailers’ and Comparison Sites, a Macro-Study," Information Systems Frontiers, Springer, vol. 23(3), pages 531-542, June.
    5. Schröder, Nadine & Falke, Andreas & Hruschka, Harald & Reutterer, Thomas, 2019. "Analyzing the Browsing Basket: A Latent Interests-Based Segmentation Tool," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 181-197.
    6. Amit Bhatnagar & Arun Sen & Atish P. Sinha, 2017. "Providing a Window of Opportunity for Converting eStore Visitors," Information Systems Research, INFORMS, vol. 28(1), pages 22-32, March.
    7. Vasu Unnava & Ashwin Aravindakshan, 2021. "How does consumer engagement evolve when brands post across multiple social media?," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 864-881, September.
    8. Goh, Khim-Yong & Chu, Junhong & Wu, Jing, 2015. "Mobile Advertising: An Empirical Study of Temporal and Spatial Differences in Search Behavior and Advertising Response," Journal of Interactive Marketing, Elsevier, vol. 30(C), pages 34-45.
    9. Bart J. Bronnenberg & Jun B. Kim & Carl F. Mela, 2016. "Zooming In on Choice: How Do Consumers Search for Cameras Online?," Marketing Science, INFORMS, vol. 35(5), pages 693-712, September.
    10. Joo, Mingyu & Wilbur, Kenneth C. & Zhu, Yi, 2016. "Effects of TV advertising on keyword search," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 508-523.
    11. Hongshuang (Alice) Li, 2022. "Converting free users to paid subscribers in the SaaS context: The impact of marketing touchpoints, message content, and usage," Production and Operations Management, Production and Operations Management Society, vol. 31(5), pages 2185-2203, May.
    12. Shunyao Yan & Klaus M. Miller & Bernd Skiera, 2020. "How Does the Adoption of Ad Blockers Affect News Consumption?," Papers 2005.06840, arXiv.org, revised Aug 2021.
    13. Shuba Srinivasan & Oliver J. Rutz & Koen Pauwels, 2016. "Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 440-453, July.
    14. Beth L. Fossen & Alexander Bleier, 2021. "Online program engagement and audience size during television ads," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 743-761, July.
    15. Patrick Mair & Marcus Hudec, 2009. "Multivariate Weibull mixtures with proportional hazard restrictions for dwell‐time‐based session clustering with incomplete data," Journal of the Royal Statistical Society Series C, Royal Statistical Society, vol. 58(5), pages 619-639, December.
    16. Rex Yuxing Du & Mingyu Joo & Kenneth C. Wilbur, 2018. "Advertising and Brand Attitudes: Evidence from 575 Brands over Five Years," Papers 1810.07783, arXiv.org.
    17. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.
    18. Amy Wenxuan Ding & Shibo Li & Patrali Chatterjee, 2015. "Learning User Real-Time Intent for Optimal Dynamic Web Page Transformation," Information Systems Research, INFORMS, vol. 26(2), pages 339-359, June.
    19. Park, Chang Hee, 2017. "Online Purchase Paths and Conversion Dynamics across Multiple Websites," Journal of Retailing, Elsevier, vol. 93(3), pages 253-265.
    20. Bucklin, Randolph E. & Sismeiro, Catarina, 2009. "Click Here for Internet Insight: Advances in Clickstream Data Analysis in Marketing," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 35-48.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:34:y:2015:i:3:p:311-330. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.