The Experts below are selected from a list of 297 Experts worldwide ranked by ideXlab platform
Yi Zhu - One of the best experts on this subject based on the ideXlab platform.
-
Television Advertising and Online Search
Management Science, 2014Co-Authors: Mingyu Joo, Kenneth C. Wilbur, Bo Cowgill, Yi ZhuAbstract: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. ©2014 INFORMS.
-
Television Advertising and Online Search
Management Science, 2014Co-Authors: Mingyu Joo, Kenneth C. Wilbur, Bo Cowgill, Yi ZhuAbstract: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.
Kenneth C. Wilbur - One of the best experts on this subject based on the ideXlab platform.
-
Television Advertising and Online Shopping
Marketing Science, 2015Co-Authors: Jura Liaukonyte, Thales S. Teixeira, Kenneth C. WilburAbstract: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 .
-
Television Advertising and Online Search
Management Science, 2014Co-Authors: Mingyu Joo, Kenneth C. Wilbur, Bo Cowgill, Yi ZhuAbstract: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. ©2014 INFORMS.
-
Television Advertising and Online Shopping
SSRN, 2014Co-Authors: Jura Liaukonyte, Thales Teixeira, Kenneth C. WilburAbstract:Media multitasking competes with Television Advertising for consumers’ attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how Television Advertising influences online shopping. We construct a massive dataset 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 non-Advertising 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. Product-focus and emotion-focus ad content actually reduce website traffic while simultaneously increasing purchases, with a net effect on sales that is positive for most brands. These results imply that brands seeking to attract multitaskers’ attention and dollars must select their Advertising copy carefully.
-
Television Advertising and Online Search
Management Science, 2014Co-Authors: Mingyu Joo, Kenneth C. Wilbur, Bo Cowgill, Yi ZhuAbstract: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.
Mingyu Joo - One of the best experts on this subject based on the ideXlab platform.
-
Television Advertising and Online Search
Management Science, 2014Co-Authors: Mingyu Joo, Kenneth C. Wilbur, Bo Cowgill, Yi ZhuAbstract: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. ©2014 INFORMS.
-
Television Advertising and Online Search
Management Science, 2014Co-Authors: Mingyu Joo, Kenneth C. Wilbur, Bo Cowgill, Yi ZhuAbstract: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.
Kara Chan - One of the best experts on this subject based on the ideXlab platform.
-
Children's Understanding of Television Advertising: A Revisit in the Chinese Context
The Journal of genetic psychology, 2004Co-Authors: Kara Chan, James U. McnealAbstract:The authors conducted a survey of 1,758 elementary school children (6-14 years old) from December 2001, to March 2002, in 3 Chinese cities with different levels of Television Advertising. The authors used D. R. John's (1999) model of consumer socialization as the theoretical framework for their study. More than half of the children whom the authors interviewed were able to understand that Television stations broadcast commercials to earn money. Their understanding of the purposes of Television commercials and the persuasive intention of Television commercials developed with age. The authors examined the influence of gender, level of Advertising, and level of Television viewing on children's understanding of Television Advertising by using 3-way factorial models.
-
Hong Kong children's understanding of Television Advertising
Journal of Marketing Communications, 2000Co-Authors: Kara ChanAbstract:This study examines Chinese children's understanding and comprehension of Television Advertising. A quota sample of 448 children made up of 32 girls and 32 boys from kindergartens and grades 1-6, were personally interviewed in May 1998. The results indicated that children in grade 2 (aged 7-8 years) were beginning to understand what Advertising was and were aware of the persuasive intention of Television Advertising. Over one-third of older children from grade 4 understood that Television stations carried Advertising for money. Like children in the West, the main reason for liking and disliking commercials depended on their entertainment element. An understanding of Television Advertising, recall of brands from slogans and comprehension of Advertising content were consistently related to the cognitive development of children. Brand recognition from liked and disliked commercials was strong. Comprehension of the key messages of Advertising content varied greatly by children's cognitive development and the ...
Bo Cowgill - One of the best experts on this subject based on the ideXlab platform.
-
Television Advertising and Online Search
Management Science, 2014Co-Authors: Mingyu Joo, Kenneth C. Wilbur, Bo Cowgill, Yi ZhuAbstract: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. ©2014 INFORMS.
-
Television Advertising and Online Search
Management Science, 2014Co-Authors: Mingyu Joo, Kenneth C. Wilbur, Bo Cowgill, Yi ZhuAbstract: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.
