Television Advertising and Online Search
研究发现金融服务品牌的电视广告会增加相关谷歌搜索量，并让搜索者更倾向于使用品牌关键词而非通用关键词，电视广告对品牌总搜索量的弹性为0.17，效果在早晨达到峰值。
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.