Television Advertising and Online Search
Published Online:23 May 2013https://doi.org/10.1287/mnsc.2013.1741
References
- AdAge (2011) Agency report 2011 index. Accessed April 24, 2013, http://adage.com/article/datacenter-agencies/agency-report-2011-index/226900/.Google Scholar
- (1965) The distributed lag between capital appropriations and expenditures. Econometrica 41(4):775–788.Google Scholar
- (1991) Some tests of specification for panel data: Monte carlo evidence and an application to employment equations. Rev. Econom. Stud. 58(2):277–297.Crossref, Google Scholar
- (2011) From silos to synergy: A fifty-year review of cross-media research shows synergy has yet to achieve its full potential. J. Advertising Res. 51(1):42–48.Crossref, Google Scholar
- (2010) The long-term effect of marketing strategy on brand performance. J. Marketing Res. 47(5):866–882.Crossref, Google Scholar
- (2011) Targeting in advertising markets: Implications for offline vs. online media. RAND J. Econom. 42(3):417–443.Crossref, Google Scholar
- (1994) Estimating discrete choice models of product differentiation. RAND J. Econom. 25(2):242–262.Crossref, Google Scholar
- (2004) How much should we trust differences-in-differences estimates? Quart. J. Econom. 119(1):249–275.Crossref, Google Scholar
- (1980) Effects of prior knowledge and experience and phase of the choice process on consumer decision processes: A protocol analysis. J. Consumer Res. 7(3):234–248.Crossref, Google Scholar
- (1985) The effects of product class knowledge on information search behavior. J. Consumer Res. 12(1):1–16.Crossref, Google Scholar
- Bureau of Labor Statistics (2011) American time use survey, Table 1. Accessed April 24, 2013, http://www.bls.gov/news.release/atus.t01.htm.Google Scholar
- (1976) Econometric measurement of the duration of advertising effect on sales. J. Marketing Res. 13(4):345–357.Crossref, Google Scholar
- comScore (2012) comScore releases July 2012 U.S. search engine rankings. Accessed April 24, 2013, http://www.comscore.com/Press_Events/Press_Releases/2012/8/comScore_Releases_July_2012_U.S._Search_Engine_Rankings.Google Scholar
- (2011) Comparing perceptions of marketing channels. Eur. J. Marketing 45(1/2):6–42.Crossref, Google Scholar
- (1993) Estimation and Inference in Econometrics (Oxford University Press, New York).Google Scholar
- eMarketer (2012) Traditional media still most trusted sources of info. Accessed April 24, 2013, http://www.emarketer.com/Article.aspx?R=1009182.Google Scholar
- (2012) Integrated marketing: Why search needs a large seat at the table. Search Engine Watch (April 8), http://searchenginewatch.com/article/2166526/Integrated-Marketing-Why-Search-Needs-a-Large-Seat-at-the-Table.Google Scholar
- (2011) Search engine advertising: Channel substitution when pricing ads to context. Management Sci. 57(3):458–470.Link, Google Scholar
- (2003) Basic Econometrics, 4th ed. (McGraw-Hill/Irwin).Google Scholar
- Internet Advertising Bureau (2012) IAB Internet advertising revenue report. Accessed April 24, 2013, http://www.iab.net/AdRevenueReport.Google Scholar
- iProspect (2007) Offline channel influence on online search behavior study. Accessed March 1, 2011, http://www.iprospect.com/premiumPDFs/researchstudy_2007_offlinechannelinfluence.pdf.Google Scholar
- (1993) Preattentive mere exposure effects. J. Consumer Res. 20(3):376–392.Crossref, Google Scholar
- (2011) Exclusive display in sponsored search advertising. Unpublished manuscript, Carnegie Mellon University, Pittsburgh.Google Scholar
- (2011) A “position paradox” in sponsored search auctions. Marketing Sci. 30(4):612–627.Link, Google Scholar
- (2013) Effects of television advertising on Internet search. Unpublished manuscript, Ohio State University, Columbus. Accessed April 24, 2013, http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1720713.Google Scholar
- (2010) The race for sponsored links: Bidding patterns for search advertising. Marketing Sci. 29(2):199–215.Link, Google Scholar
- (2010) Coordinating traditional media advertising and search advertising. Unpublished manuscript, Purdue University, West Lafayette, IN.Google Scholar
- (2012) Display advertising's impact on online branded search. Unpublished manuscript, Yahoo! Accessed April 24, 2013, http://conference.nber.org/confer/2012/SI2012/PRIT/Lewis_Nguyen.pdf.Google Scholar
- (2011) Does retail advertising work? Measuring the effects of advertising on sales via a controlled experiment at Yahoo! Unpublished manuscript, Yahoo! Accessed April 24, 2013, http://www.davidreiley.com/papers/DoesRetailAdvertisingWork.pdf.Google Scholar
- (2013) Down-to-the-minute effects of Super Bowl advertising on online search behavior. 14th ACM Conf. Electronic Commerce 9(4):Article 61.Google Scholar
- (1995) How TV advertising works: A meta-analysis of 389 real world split cable TV advertising experiments. J. Marketing Res. 32(2):125–139.Crossref, Google Scholar
- (2006) The effect of banner advertising on Internet purchasing. J. Marketing Res. 43(1):98–108.Crossref, Google Scholar
- (2004) Subjective knowledge, search locations, and consumer choice. J. Consumer Res. 31(3):673–680.Crossref, Google Scholar
- (2009) A hierarchical marketing communications model of online and offline media synergies. J. Interactive Marketing 23(4):288–299.Crossref, Google Scholar
- (2003) Understanding the impact of synergy in multimedia communications. J. Marketing Res. 13(4):375–388.Crossref, Google Scholar
- (1987) A simple, positive semi-definite, heteroskedasticity and autocorrelation consistent covariance matrix. Econometrica 55(3):703–708.Crossref, Google Scholar
- (1973) Information sources for durable goods. J. Advertising Res. 13(2):19–29.Google Scholar
- Nielsen (2011) State of the Media 2010: Audiences and devices. Accessed April 24, 2013, http://blog.nielsen.com/nielsenwire/wp-content/uploads/2011/01/nielsen-media-fact-sheet-jan-11.pdf.Google Scholar
- (2011) Display advertising impact: Search lift and social influence. Proc. 17th ACM SIGKDD Internat. Conf. Knowledge Discovery and Data Mining (ACM, New York), 1019–1027.Crossref, Google Scholar
- (1994) Consumer knowledge assessment. J. Consumer Res. 21(1):71–82.Crossref, Google Scholar
- (2010) Can old media enhance new media? How traditional advertising pays off for an online social network. J. Advertising Res. 50(1):42–49.Crossref, Google Scholar
- (1995) Perceptions of knowledge, actual knowledge and information search behavior. J. Experiment. Soc. Psych. 31(2):107–138.Crossref, Google Scholar
- (2011) From generic to branded: A model of spillover in paid search advertising. J. Marketing Res. 48(1):87–102.Crossref, Google Scholar
- (2012) Does banner advertising affect browsing for brands? Clickstream choice model says yes, for some. Quant. Marketing Econom. 10(2):231–257.Crossref, Google Scholar
- (2011) Zooming in on paid search ads—A consumer-level model calibrated on aggregated data. Marketing Sci. 30(5):789–800.Link, Google Scholar
- (2011) Competitive poaching in sponsored search advertising and strategic impact on traditional advertising. Unpublished manuscript, Carnegie Mellon University, Pittsburgh.Google Scholar
- (2010) Predictors of the gap between program and commercial audiences: An investigation using live tuning data. J. Marketing 74(3):18–33.Crossref, Google Scholar
- (1999) When an ad's influence is beyond our conscious control: Perceptual and conceptual fluency effects caused by incidental ad exposure. J. Consumer Res. 26(1):16–36.Crossref, Google Scholar
- (1997) The effects of incidental ad exposure on the formation of consideration sets. J. Consumer Res. 24(1):94–104.Crossref, Google Scholar
- (1986) Knowledge effects on curiosity and new product advertising. J. Advertising 15(4):28–34.Crossref, Google Scholar
- Television Bureau of Advertising (2012) TV basics. Accessed April 24, 2013, http://www.tvb.org/media/file/TV_Basics.pdf.Google Scholar
- (1977) Some problems in the use of Almon's technique in the estimation of distributed lags. Empirical Econom. 2(3):175–193.Crossref, Google Scholar
- U.S. Census Bureau (2011) U.S. QuickFacts. Accessed April 24, 2013, http://quickfacts.census.gov/qfd/states/00000.html.Google Scholar
- (2005) A look at the long-run effectiveness of multimedia advertising and its implications for budget allocation decisions. J. Advertising Res. 45(2):241–254.Crossref, Google Scholar
- (2011) Marketing's profit impact: Quantifying online and offline funnel progression. Marketing Sci. 30(4):604–611.Link, Google Scholar
- (2008) A two-sided, empirical model of television advertising and viewing markets. Marketing Sci. 27(3):356–378.Link, Google Scholar
- (2009) Click fraud. Marketing Sci. 28(2):293–308.Link, Google Scholar
- (2010) Econometric Analysis of Cross Section and Panel Data, 2nd ed. (MIT Press, Cambridge, MA).Google Scholar
- (2010) Analyzing the relationship between organic and sponsored search advertising: Positive, negative, or zero interdependence? Marketing Sci. 29(4):602–623.Link, Google Scholar
- (2011) A dynamic model of sponsored search advertising. Marketing Sci. 30(5):447–468.Link, Google Scholar
- (2010) Hybrid advertising auctions. Marketing Sci. 30(2):249–273.Link, Google Scholar
- (2010) Assessing a new advertising effect: Measurement of the impact of television commercials on Internet search queries. J. Advertising Res. 50(2):162–168.Crossref, Google Scholar

