Television Advertising and Online Search

Joo, Mingyu; Wilbur, Kenneth C.; Zhu, Yi

doi:10.2139/ssrn.1720713

Cited by 40 publications

(40 citation statements)

References 22 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The authors indicated that this could be due to the TV's 'attention-getting' nature, which stems from its sound and imagery effects (Blackwell, Miniard, and Engel 2001;Chang and Thorson 2004;Rossiter and Bellman 1999), and due to the immediacy effect of the online medium that allowed searches for the brand to occur much more readily than through traditional channels. In the same vein, a relationship between print advertising (Olbrich and Schultz 2014), and TV advertising (Joo et al 2014) and consumers' online search was shown.…”

Section: Resultsmentioning

confidence: 90%

“…However, some arguments for the existence of cross-over effects can be deducted from the earlier studies, which can be related to the different engagement levels that are distinguished in the current study. To start with, advertising may basically increase consumers' (perceived) knowledge or awareness of product benefits, or the set of brands they can recall and this may influence their search behaviour (Brucks 1985in Joo et al 2014Newman and Staelin 1973;Moorman et al 2004in Joo et al 2014). Consumers might not only use traditional sources of information to satisfy their need to search for information; however, they might use social media as well.…”

Section: Theoretical Explanationsmentioning

confidence: 99%

See 1 more Smart Citation

How advertising in offline media drives reach of and engagement with brands on Facebook

Voorveld

Araujo

Bernritter

et al. 2018

International Journal of Advertising

View full text Add to dashboard Cite

Research investigating the drivers of consumers' engagement with brands on social media is proliferating. However, little is known about how advertising outside social media drives engagement with brands on social media. This study aims to explore the relation between advertising spend in different offline media (TV, radio, newspapers, magazines, out of home), and reach of and engagement with brand pages on Facebook. The study uses a unique real-life data-set containing information about the Facebook pages of 45 brands for approximately three years combined with Nielsen Advertising Spend data. Results showed that while advertising in offline media influenced organic and viral reach, the number of page likes was directly influenced by advertising on Facebook only. It can be concluded that offline advertising is relevant in driving consumers' online brand engagement; however, there is a unique set of drivers for organic reach, viral reach and likes.

show abstract

Section: Resultsmentioning

confidence: 90%

Section: Theoretical Explanationsmentioning

confidence: 99%

How advertising in offline media drives reach of and engagement with brands on Facebook

Voorveld

Araujo

Bernritter

et al. 2018

International Journal of Advertising

View full text Add to dashboard Cite

show abstract

“…Keyword choice is defined as the fraction of all keywords entered that are related to a particular brand in the category. In earlier research, a data mining technique was developed to identify a set of generic and branded keywords and determine which searches were relevant to the financial services product category; for full details, see Joo et al (2013). This procedure identified several previously unknown branded keywords and a large set of generic keywords that were frequently used in searches that led to clicks on financial services brands' websites.…”

Section: Dependent Variables: Consumermentioning

confidence: 99%

Television Advertising and Online Search

et al. 2014

Self Cite

View full text Add to dashboard Cite

D espite 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.

show abstract

“…Such an experiment might also test the interaction of brand positioning with possible quadratic effects of the AF -brand attitude relationships. (Joo et al, 2014;Yoo et al, 2000) [Brand] frequently advertises on television.…”

Section: Discussionmentioning

confidence: 99%