کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
5033692 | 1471424 | 2016 | 16 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Effects of TV advertising on keyword search
ترجمه فارسی عنوان
اثرات تبلیغات تلویزیونی در جستجوی کلید واژه
دانلود مقاله + سفارش ترجمه
دانلود مقاله ISI انگلیسی
رایگان برای ایرانیان
کلمات کلیدی
تبلیغات، بازاریابی موتور جستجو، تلویزیون،
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
چکیده انگلیسی
This paper investigates the possibility that television advertising influences online search using the AOL search dataset. It uses a novel keyword mining technique to classify keywords as brand related, category related (generic), or unrelated, distinguishing between category search and consumers' tendency to search a branded keyword. A three-level conditional choice model is estimated to determine whether hourly changes in brands' television advertising expenditures are related to deviations from baseline trends in search behaviors. The results indicate a statistically significant relationship between TV advertising and consumers' tendency to search branded keywords (e.g. “Fidelity”) rather than generic category-related keywords (e.g. “stocks”) in the dataset. The effect is largest for relatively young brands during standard business hours with an elasticity, .07, comparable to extant measurements of advertising's impact on sales. However, television advertising is not found to influence category search incidence and has limited effects on click-through rates.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Journal of Research in Marketing - Volume 33, Issue 3, September 2016, Pages 508-523
Journal: International Journal of Research in Marketing - Volume 33, Issue 3, September 2016, Pages 508-523
نویسندگان
Mingyu Joo, Kenneth C. Wilbur, Yi Zhu,