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

Effects of offline ad content on online brand search: insights from super bowl advertising 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

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

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References (117)

Publisher
Springer Journals
Copyright
Copyright © 2017 by Academy of Marketing Science
Subject
Business and Management; Business and Management, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/s11747-017-0551-8
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Jul 5, 2017

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