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

Volume: 46, Issue: 3, Pages: 403 - 430
Published: Jul 5, 2017
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...
Paper Details
Title
Effects of offline ad content on online brand search: insights from super bowl advertising
Published Date
Jul 5, 2017
Volume
46
Issue
3
Pages
403 - 430
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