Examining the effects of traditional advertising on online search behavior

Cross-channel advertising has grown tremendously in recent years as a means to better reach consumers. Television and the interne as well as other channels are used in conjunction to market products. This study attempts to determine the effects of television advertising and its impact on consumer search behavior. More specifically, how search behavior is affected by exposure to television advertising. Actual data over a period of 78 weeks from a large Canadian telecommunications company is employed. The analysis examines how advertising exposure and expenditure impacts search behavior for the company's brand. The study supports the hypothesis that traditional advertising does have a short term impact on online search behavior for a particular brand. A lift in brand queries was noted in relation to advertising exposure and spending albeit for a short time period. The findings suggest that the current theory on advertising effectiveness needs to be revised to include online effects more specifically in relation to consumer's search habits online. Marketers that wish to study these effects must examine these effects over time and using time series analysis. Finally, marketers must be cognizant of the synergistic effects on online behavior and must plan their media campaigns accordingly. The link between traditional advertising and online search behavior merits further research.