Effects of offline ad content on online brand search: insights from super bowl advertising

被引：48

作者：

Chandrasekaran, Deepa ^{[1
]}

Srinivasan, Raji ^{[2
]}

Sihi, Debika ^{[3
]}

机构：

[1] Univ Texas San Antonio, Coll Business, One UTSA Circle, San Antonio, TX 78249 USA

[2] Univ Texas Austin, Red McCombs Sch Business, Austin, TX 78712 USA

[3] Southwestern Univ, Georgetown, TX 78626 USA

来源：

JOURNAL OF THE ACADEMY OF MARKETING SCIENCE | 2018年 / 46卷 / 03期

关键词：

Online brand search; Television advertising; Informational content; Emotional content; Consumer search theory; Information processing; INFORMATION SEARCH; EARNED MEDIA; ADVERTISEMENTS; KNOWLEDGE; CONSUMERS; APPEALS; IMPACT; POWER; SALES; FAMILIARITY;

D O I：

10.1007/s11747-017-0551-8

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Individuals watch TV shows while simultaneously and/or immediately searching online. Thus, the content of offline TV ads can affect online brand search, a key predictor of sales. Yet there are few insights on the effect of offline ad content on online brand search. We develop hypotheses relating the informational and emotional content of TV ads on online brand search, independently, and in conjunction with two attentional content elements of the ad campaign, prior media publicity and brand website prominence in the TV ad. We test the hypotheses using a quasi-experimental study, the telecast of TV ads on the annual Super Bowl event between 2004 and 2012 (n = 293 observations). We measure online brand search by online brand search lift, i.e., the growth in online brand search following the telecast of the brand's ad on Super Bowl. The findings indicate that the informational content of the TV ad increases online brand search, while both attentional content elements decrease this effect. We find no support for the effect of emotional content of the TV ad on online brand search. Our findings extend marketing theory on online search and generate managerial implications for designing TV ads to increase online brand search.

引用

页码：403 / 430

页数：28

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