报告题目：Digital Response to Traditional Advertisement: Toward a Deeper Understanding of TV Ads and Post-ad Search Spikes

报告人：Rex Yuxing Du 教授

主持人：龚艳萍 教授

报告时间：7月3日上午9:30—11:30

报告地点：中南大学商学院管阶一报告厅

报告摘要：Advertisements in traditional media such as TV lead some multitasking viewers to take immediate, measurable actions online. We analyze minute-by-minute TV ad insertion and online search data for daily fantasy sports and pick-up truck brands. TV ads with small audiences can produce detectable post-ad search spikes for the advertised brand, with 75% of incremental searches occurring within two minutes. TV ads also generate post-ad searches for competitor brands. Search spikes vary with ad content: they are larger after brand-focused ads than after price-focused ads, and after less-informative ads than after more-informative ads. Search spikes also vary with contextual media factors (e.g., TV network, daypart, program genre), but their effects differ across brands. Taken as a whole, our findings suggest that marketers should consider post-ad search spikes in conjunction with other metrics when evaluating and purchasing TV ads.

主讲人简介：

休斯顿大学鲍尔商学院市场营销教授，杜克大学市场营销博士。多篇论文发表在管理类一流国际期刊，包括Journal of Marketing Research, Journal of Marketing, Marketing Science, Management Science, Journal of Consumer Research, International Journal of Research in Marketing, and Quantitative Marketing and Economics. 主要研究兴趣为：在线消费者兴趣跟踪、品牌健康跟踪、市场反应建模、互动营销、客户关系管理、新产品推广和销售预测。

(责任编辑：国际交流与合作)