Does Television Advertising Influence Online Search?

Does Television Advertising Influence Online Search? Tube. Duration : 43.65 Mins.

Google Tech Talk February 3, 2011 Presented by Ken Wilbur, Assistant Professor of Marketing, Duke University, Fuqua School of Business ABSTRACT Traditional advertising influences consumer information search, and consumers increasingly use television and internet simultaneously. This paper finds a significant association between television advertising for financial services brands and consumers' tendency to choose branded keywords (eg "Fidelity") rather than generic category-related keywords (eg "stocks"). This effect is largest for young brands during standard business hours with an elasticity (.07) comparable to extant measurements of advertising's impact on sales. However, television advertising is not correlated with category search incidence. These findings show that practitioners should account for cross-media synergies when planning, executing, and evaluating both television and search advertising campaigns. The results also show why and how the search advertising literature should enrich its modeling of competition among advertisers. Google TechTalks are designed to disseminate a wide spectrum of views on topics including Current Affairs, Science, Medicine, Engineering, Business, Humanities, Law, Entertainment, and the Arts. DISCLAIMER The views or opinions expressed by the guest speakers are solely their own and do not necessarily represent the views or opinions of Google Inc.

Keywords: google tech talk, advertising, television, online search

CIC Start Online Conference 2011 - Edinburgh Napier University

CIC Start Online Conference 2011 - Edinburgh Napier University Tube. Duration : 57.82 Mins.

More information at our Website: www.cicstart.org Energy co-operatives as a means of achieving sustainability within the housing sector Sarah Borthwick Sarah Deas Douglas Prentice Our dependency on energy is threatened by two realities: dwindling supplies of fossil fuels and rising levels of environmental pollution. With this in mind, alternative sources of energy are increasingly being turned to, including the technologies to harbour these. Various national and international targets have been set, focusing upon the limiting of climate changing greenhouse gas emissions and increasing the uptake of renewable sources of energy -- and Scotland is no exception. The use of both solar and wind power are first of all considered as a means to facilitate the above scenario, focusing upon the application of solar photovoltaic panels and wind turbines for the generation of electricity and thermal water heaters for the provision of hot water in our homes and buildings. These systems are evaluated in terms of their dynamics, structure types, strengths and weaknesses, plus a reflection of their current levels of adoption and potential for future application. The financial incentives offered at Government level to help encourage the uptake are also assessed, including that of the feed-in tariff and renewable heat incentive. Leading on from this, the co-operative approach to renewable energy is thoroughly examined in which to achieve scale, manage risk and raise capital -- whilst ...

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