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Journal of the Academy of Marketing Science
Erschienen in: Journal of the Academy of Marketing Science 3/2018

05.07.2017 | Original Empirical Research

Effects of offline ad content on online brand search: insights from super bowl advertising

verfasst von: Deepa Chandrasekaran, Raji Srinivasan, Debika Sihi

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 3/2018

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Abstract

Individuals watch TV shows while simultaneously and/or immediately searching online. Thus, the content of offline TV ads can affect online brand search, a key predictor of sales. Yet there are few insights on the effect of offline ad content on online brand search. We develop hypotheses relating the informational and emotional content of TV ads on online brand search, independently, and in conjunction with two attentional content elements of the ad campaign, prior media publicity and brand website prominence in the TV ad. We test the hypotheses using a quasi-experimental study, the telecast of TV ads on the annual Super Bowl event between 2004 and 2012 (n = 293 observations). We measure online brand search by online brand search lift, i.e., the growth in online brand search following the telecast of the brand’s ad on Super Bowl. The findings indicate that the informational content of the TV ad increases online brand search, while both attentional content elements decrease this effect. We find no support for the effect of emotional content of the TV ad on online brand search. Our findings extend marketing theory on online search and generate managerial implications for designing TV ads to increase online brand search.
Vorheriger Artikel When marketing strategy meets culture: the role of culture in product evaluations
Nächster Artikel Effect of analysts’ earnings pressure on marketing spending and stock market performance

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Fußnoten
1
We consider only positive emotions in this research, as most TV ads use positive emotions. The effect of other emotions (e.g., fear, anxiety, and disgust) occasionally used in TV ads emerges as an opportunity for further research.
 
2
We thank the anonymous reviewers and Area Editor for their many useful suggestions on the theory development.
 
3
We acknowledge that this is changing in recent years with the “leakage” of information about some ads.
 
4
The ideal equivalent control group or analog in our study may have been brands in the same industry with similar prominence that did not advertise in the Super Bowl.
 
5
We examined whether viewers also search by ad keywords by examining the Google search volume for ad keywords (instead of brand keywords) using one of three approaches. For each ad, we constructed three types of keyword indicators: (1) the ad name (as used in the database adland.tv, the largest Internet archive of Super Bowl ads) followed by the word “ad” (e.g., Think Fast ad), (2) the brand name and the commercial name (e.g., Hyundai Think Fast), and (3) the brand name followed by the word “ad” (e.g., “Hyundai ad”). Searching for these keywords on Google Trends indicated that the search volumes of ad keywords were too low (about 10–20) across the years to display Google Trends search results. This validates the use of brand name keywords for online search ad keywords.
 
6
For Bud Light, which advertised every year, we used an ad displayed in a later month (end of May 2015).
 
7
We thank an anonymous reviewer for highlighting this point.
 
8
Marketing Land. (2017). Hashtags in Super Bowl ads slip to 30% in 2017, over taken by URL use in 39%. Retrieved on March 20, 2017 from: http://​marketingland.​com/​hashtags-in-super-bowl-51-ads-205706.
 
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Metadaten
Titel
Effects of offline ad content on online brand search: insights from super bowl advertising
verfasst von
Deepa Chandrasekaran
Raji Srinivasan
Debika Sihi
Publikationsdatum
05.07.2017
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science / Ausgabe 3/2018
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-017-0551-8

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