Television Advertising and Online Shopping
研究电视广告如何影响在线购物，发现广告内容（行动导向、信息导向、情感导向）对网站流量和销售有不同作用，品牌需谨慎选择广告文案以吸引多任务处理者。
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 .