Effects of Multi-Channel Marketing on

Consumers Online Search Behavior

The Power of Multiple Points of Connection
Michel Laroche
John Molson School of
Business, Concordia
University
laroche@
jmsb.concordia.ca
Isar Kiani

Amid the plethora of research on advertising effectiveness, the authors of the

current study believe consumers online search behavior, subsequent to exposure to
traditional advertising messages, has been understudied. Using data from a major
telecommunication company, this studys findings support the influence of employing
multiple channels, advertising expenditures, and television and online advertising on
consumers tendency to follow through with their own online investigations.

John Molson School of

Business, Concordia
University
i_kiani@
jmsb.concordia.ca
Nectarios
Economakis
Google Montreal
neconomakis@gmail.com
Marie-Odile Richard
Independent researcher
odile10@hotmail.com

INTRODUCTION

yet to reach its full potential within their marketing

Cross-channel advertising has grown steadily and

mix. As a result, paid listings using search engines

significantly as a means to reach consumers. Tele

often are not the first element of that media mix.

vision, the Internet, and other channels are used

Industry reports have shown that main broad-

together to market products. Search engines have

castchannels still garner the greatest share of

changed the way people look for information.

advertising revenue, but many companies have

Online advertising is growing rapidly and taking

started to allocate a larger portion to search-engine

budgets away from traditional channels.

marketing (ZenithOptimedia, 2013). In September

The Internet does not exist in isolation, however,

2013, ZenithOptimedia forecast paid search to grow

and discussion around its expansion should not

at an average of 15 percent per year to 2015, driven

neglect the roles other channels should play. Coin-

by continued innovation from the search engines,

cidental with the growth in digital ecosystem, many

including the display of richer product information

marketing paradigms are shifting from passive strat-

and images within ads, better localisation of search

egies in communicating with consumers to more

results, and mobile ad enhancements like click-to-

proactive ones with engagement in multiple commu-

call and geo-targeting. Meanwhile, growth in the

nication channels (Briggs, Krishnan, and Borin, 2005).

use of search engines by consumers provides an

Although many marketers are giving more seri-

even greater incentive for companies to reconsider

ous thought to online advertising as an option, it has

their advertising budgets. In March 2009, there were

This study tracks the effects of advertising expenditures in different media outlets on
subsequent consumer online search behavior for advertised products.

The data are from a large telecommunications company compiled over 78 weeks.
Findings suggest that exposure to advertising on different media outlets increases the

likelihood of follow-up search by individuals. Radio is less effective than television and online
impressions in generating follow-up search.

For advertisers, the short-term effect in subsequent search stresses the need to synchronize
online and offline advertising efforts to achieve the highest impact.

DOI: 10.2501/JAR-53-4-431-443

December 2013 JOURNAL

OF ADVERTISING RESEARCH 431

Effects of Multi-Channel Marketing on Consumers Online Search Behavior

Cross-channel advertising
has grown steadily and

2003; Scholten, 1996; Telis, Chandy, and

individuals to demonstrate higher degrees

Thaivanich, 2000; Yoo, Kim, and Stout,

of responsiveness to advertising (Fortin

2004). Advertising effectiveness has been

and Dholakia, 2005).

defined in terms of aspects of business

Much attention has been directed

performance such as increase in sales

toward understanding key factors in

(Lodish etal., 1995; Tellis etal., 2000), cost

advertising effectiveness through tradi-

per impact (Briggs etal., 2005) and brand

tional media (e.g., traditional and direct TV

awareness (Leone and Schultz, 1980; Mad-

advertisements, direct mail). The authors

dox, 2004; Vakratsas and Ambler, 1996).

of the current study, however, see the need

3.2billion searches conducted across all

And one study defined effectiveness as the

for further research on the effectiveness

search engines, an average of 131 searches

relationship between advertising expendi-

of online advertising when accompanied

significantly as a means
to reach consumers.

per searcher per month. By 2012, Google

tures and brand sales, the affect of demand

by other means of advertising communi-

alone accounted for 5.1billion searches per

by establishing a hierarchy of effects in its

cations, and to capture the mutual effects

day worldwide.

audience (Scholten, 1996).

of marketing communication channels in

Even as the effectiveness of cross-channel

broader time horizons.

advertising has been a primary focus for

Media and Advertising Effectiveness

many researchers and marketing practition-

Advertising

be

past research showing that advertising

ers, the authors of the current paper believe

explained by factors such as brand and

through one media outlet could influence

that the manner in which traditional media

category conditions, business strategies

advertising effectiveness through another

channels affect new-media use largely

objectives, media usage and copy related

media outlet (Assael, 2011). Exposure to

has been overlooked. This study aims to

measures (Lodish etal., 1995). Thus, dif-

banner advertising significantly influ-

determine the effects of advertising and its

ferences in media result in non-uniform

ences Internet purchasing (Manchanda

impact on consumer search.

patterns of effectiveness.

etal., 2006), and similarly, online adver-

effectiveness

may

Along those lines, the authors identified

One particular area of interest is the pro-

This theory has led researchers to inves-

tising has been found to have significant

gression from exposure to brand search.

tigate responses of individuals to different

effects on offline sales (Lewis and Reiley,

To elicit a behavioral change, exposure

advertising media to measure their effec-

2013). In addition, the Internets appeal as

to advertisingand its impactmust be

tiveness. Researchers focused on media

a low-cost advertising medium (Kim and

understood. Drawing on literature, the

such as direct TV advertisements (tele-

Balachander, 2010; Briggs etal., 2005) and

authors of the current paper seek to shed

vision commercials that include forms of

constraints on offline advertising (Gold-

new light on overlooked aspects of the

direct communication, such as 1-800 phone

farb and Tucker, 2011) have influenced the

theory and practice of advertising and to

numbers, that invite customer follow-up;

use of online media as a desirable advertis-

Tellis etal., 2000); online banners and Inter-

ing communication channel.

provide answers to these issues.

To find support for their research, data

net advertising (Cho, 2003; Manchanda

Consumer responsiveness to advertising

from a large telecommunications company

etal., 2006); traditional and non-digital

and interactivity between individuals and

compiled over a period of 78 weeks were

methods (Naik and Raman, 2003); and

advertising media also have been influ-

used. The analysis examines how advertis-

conventional television (Briggs etal., 2005).

ential in advertising effectiveness. High

ing exposure and expenditure impact con-

These findings supported the effect of

program involvement, however, was a

sumer search for the companys brand name.

advertising on firm performance indica-

potential blocker of mental processing of

tors. The support, however, was not uni-

advertising (Levy and Nebenzahl, 2006).

LITERATURE REVIEW

form. For example, one study found higher

Research found lower involvement of

The effectiveness of advertising has been a

effectiveness (lower cost per impact) for

individuals to negatively affect subsequent

major focus of interest (Bergkvist and Ros-

online compared to television advertis-

communication by advertisers (Cho, 2003).

siter, 2008; Cho, 2003; Lodish etal., 1995;

ing (Briggs etal., 2005). Furthermore,

Although user involvement may have a

Manchanda etal., 2006; Naik and Raman,

the distinction between traditional and

significant effect on advertising effective-

new media was the focus of research-

ness, changes in interaction between media

ers who suggested novel media possess

and individuals could affect involvement,

stronger effectiveness through allowing

which in turn could positively influence

comScore Media Metrix, 2009

comScore Media Metrix, 2012

1
2

432 JOURNAL

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Effects of Multi-Channel Marketing on Consumers Online Search Behavior

advertising effectiveness. Besides varia-

of an advertisement through the same

(Chang and Thorson, 2000; Petty and

tion of advertising effectiveness due to dif-

medium (television) is less effective than

Cacioppo, 1986, 1996a).

ferences in media, differences in product

when a second medium (Internet) is used

categories (Lodish etal., 1995), the timing

(Chang and Thorson, 2004).

Applying the ELM to the Internet/television advertising synergy resulted in

of advertising, and vividness were pro-

Moreover, interactivity influences its

researchers speculating higher attention

posed to affect advertising effectiveness.

synergistic effects with other complimen-

(Allen etal., 1998; Blackwell etal., 2001;

Furthermore, market and product charac-

tary media, as it defines a proactive role for

Brock, Albett, and Becker, 1970; Grass and

teristics also influence advertising effec-

audiences, increasing their involvement in

Wallace, 1969; Putrevu and Lord, 2003;

tiveness (Tellis etal., 2000). These instances

the communication process (Allen, Kania,

Rossiter and Bellman, 1999) and more will-

hint at the multi-dimensional nature of

and Yaeckel, 1998). Such characteristics

ingness to scrutinize arguments, compared

advertising effectiveness.

combined with televisions attention-

to those subjected to repetition (Edell and

getting nature, which stems from its sound

Keller, 1999; Harkins and Petty, 1981a,

Multichannel Advertising and Synergy

and imagery effects (Blackwell, Miniard,

1981b, 1987; McCullough and Ostrom,

Over the last decade, advertisers increas-

and Engel, 2001; Chang and Thorson, 2000;

1974) among consumers exposed to such

ingly and successfully have used multi-

Rossiter and Bellman, 1999)lead to high

campaigns (Chang and Thorson, 2000).

platform communications to achieve

levels of advertising effectiveness.

These results are based on the effects that

synergistic results in getting messages

The characteristics of the Internet and

multiple sources have on increasing mes-

across to consumers within a single mar-

television as advertising media led some

sage credibility (Petty and Cacioppo, 1986,

keting campaign. Recent reports released

researchers to focus on the synergistic

1996b; Zimbardo and Leippe, 1991) because

by ESPN on viewers simultaneous usage

effects of their combined use in marketing

of higher diversity in sources (Harkis and

of TV and the Internet confirm the exist-

campaigns. Some pointed to similarities

Petty, 1987; McLuhan, 1964). Findings also

ence of such synergies (Enoch and John-

between the Internet and traditional print

supported the synergy created by Internet

son, 2010). And NBCs sponsorship of the

media (DeFleur, Davenport, Conin, and

and television on advertising effectiveness.

2010 Winter Olympics has been used as a

DeFleur, 1992; Sunders and Nass, 1996;

For instance, although Chang and Thorson

platform to further measure mutual impact

Wakolbinger, Denk, and Oberecker, 2009);

(2004) did not find synergy to influence

of television (in-home and out-of-home),

others emphasized the differences (Eve-

credibility or attitude toward either brand

mobile, and Internet advertisements to

land and Dunwoody, 2002; Karson and

or advertisement, or purchase intention,

better understand cross-platform market-

Koraonkar, 2001) to explain and predict its

they obtained other findings.

ing communications (Assael, 2011).

effects on audiences.

These findings supported higher atten-

Novelty of a stimulus often has a pro-

The visual and informative characteris-

tion and positive thoughts and perceived

found effect on its effectiveness. Research

tics of the Internet and television, in fact,

message credibility. And they further

has shown that a second exposure to a

can result in different comprehensions

reinforced the speculations on the impact of

novel stimulus with similar information

of the message, when the sequence of

Internet-television synergy on individuals

attracts more attention than exposure to the

being exposed to them could be differ-

cognitions, rather than their affective state.

same stimulus (Putrevu and Lord, 2003).

ent (Chang and Thorson, 2000). Findings

Another study found that employing both

of brand-memory extension when chan-

DEVELOPMENT OF HYPOTHESES

digital and traditional advertising chan-

nels similar to the Web and television

The authors believe that applying the

nels improved overall advertising effec-

are combined (Edell and Keller, 1999)

ELMto synergistic effects of multiple

tiveness (Naik and Raman, 2003) through

tend to support the elaboration likeli-

media in communicating an advertising

enhancement of processing and improve-

hood model (ELM), where motivations

messageresults in the expectation that

ment of memory performance than when

to scrutinize arguments are linked to the

attitude change is a function of likelihood

a single medium serves as the advertising

likelihood of message elaboration. Indi-

to elaborate the message.

channel (Edell and Keller, 1999). Further-

viduals exposed to campaigns form their

When elaboration likelihood is low,

more, subsequent research found a syner-

attitudes through central processing, in

the individual more likely changes atti-

gistic effect of a second medium to result

contrast to those who move along the

tudes along the peripheral route, where

from higher impact on cognitions and

peripheral route, when they are exposed

initial attitudes and biases are more likely

increased processing, and that repetition

to campaigns with repeated messages

to play an important role. The synergy

December 2013 JOURNAL

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Effects of Multi-Channel Marketing on Consumers Online Search Behavior

among multiple channels is expected to be

2000) because of the diversity created for

more effective when individuals who are

audiences (Harkins and Petty, 1987).

exposed to the message are more attentive

Study of these influences, however,

to it, allowing for changes in their attitudes

barely has gone past conventional meas-

to happen along the central route (Petty

ures of advertising effectiveness. In par-

and Cacioppo, 1986).

ticular, the likelihood of consumers

The ability of companies

to use multiple advertising
channels is related to
their expenditures.

Consumers with high levels of elabo-

becoming motivated to scrutinize the

ration likelihood also are expected to be

information communicated via multiple

more motivated in scrutinizing argu-

channels has been under-studied. Based on

ments to understand the true merits of a

the ELM, multiple channels of communica-

brand (Petty and Cacioppo, 1986; Chang

tion are more effective if they direct con-

advertising to result in drawing more

and Thorson, 2000). Thus, consumers at

sumers to take the central route by raising

attention to the brand online. Therefore:

high levels of elaboration likelihood are

their elaboration likelihood.

expected to make attempts to scrutinize

Similarly to previous arguments, con-

H4: An increase in advertising

arguments presented via one communica-

sumers more likely employ accessible and

exposure will lead to increased

tion medium through other media.

convenient media at their disposal for this

organic clicks.

The similarities between the Internet

purpose. Thus, the authors expected con-

and human-mind processing information

sumers to be more likely influenced by the

METHODOLOGY

(Eveland and Dunwoody, 2002) make it a

additional credibility presented by multi-

Sample and Data

prime candidate for this purpose. There-

ple advertising channels to conduct their

To test the hypotheses in the current study,

fore, it is expected that a higher number

own investigation in understanding the

data from a major telecommunications

of individuals with high levels of elabora-

true merits of a brand. Hence:

company were gathered. The time frame

tion likelihood refer to the Internet when

exposed to advertisements communicated

of the data collection was extended over

H2:

through other media.

Hence, the following relationships are
hypothesized:
H1a: An increase in television adver-

The number of search-engine

78 weeks, from January1, 2007 to June30,

queries for a companys branded

2008. This company regularly used televi-

keywords is a function of the

sion, radio, and the digital media to adver-

exposure to advertising placed

tise its products to consumers. To collect

in more than one medium (tele-

the appropriate data, several variables

vision, radio, online).

were taken into account, among them:

tising leads to increased searches

for the companys brand online.

The ability of companies to use multiple

Costs

advertising channels is related to their

Costs from each of the campaigns of the

expenditures. Expenditures are an accept-

company during these 78 weeks were

able measure for the amount of advertis-

collected. Data for weekly costs were

ing directed to consumers. Therefore, the

collected separately for radio, television,

H1c: An increase in online advertis-

authors expected to find an increase in

and online advertising campaigns.

ing leads to increased searches

advertising expenditures to result in expo-

for the companys brand online.

sure to advertisements communicated

H1b: An increase in radio advertising

leads to increased searches for
the companys brand online.

through multiple channels. Hence:

Although the ELM focuses on attitude
change and motivation to scrutinize argu-

Impressions
As a part of its online advertising campaign, the company measured perfor-

H3:

An increase in total advertising

mance through a pay-per-click metric.

ments in advertising media, there is research

expenditure leads to increased

The costs were incurred on the basis

on the influence that simultaneous exposure

searches for the companys

of only number of impressions, which

to multiple channels to communicate a mes-

brand online.

referred to the number of times the paid

sage can have on the effectiveness of that

listing appears alongside the users

message. Multiple messages influence cred-

Also, similar to previous arguments,

queries. The total number of impres-

ibility of the message (Chang and Thorson,

the authors also expected exposure to

sions was extrapolated from the search

434 JOURNAL

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Effects of Multi-Channel Marketing on Consumers Online Search Behavior

engines. Thus, accurate data of the total

supplementary labor income as well

and Hanssens, 1999). T-statistics were

number of impressions were collected.

as personal disposable income and

then conducted.

Clicks referred to the number of

times users clicked on the advertis-

personal expenditure on consumer

goods and services were collected.

The first hypotheses focus on the influence

ers sponsored results. Sales data were

of advertising in each medium on subse-

obtained from each persons click as well.

FINDINGS

quent searches of individuals who were

Each time someone clicked on an image

To test the studys hypotheses, the authors

exposed to them. H1a, H1b, and H1c pre-

or link, a cookie was installed on the

implemented a three-step approach:

dicted that increased advertising through

browser, and the sale can be tracked. The

television, radio, and Internet would

data for impressions were collected from

Unit root tests were conducted to deter-

increase the number of online searches

three service providers: Google, Yahoo,

mine whether the data were stationary

conducted by individuals, following their

over time.

exposure to advertising.

and MSN. In 2013, these three providers

account for close to 96% of the market.3

Data analysis using a vector time series

model in the form of an autoregressive

Brand Impressions in Relation to

model with exogenous variables (VARX)

Television Impressions

The data for the number of clicks on the

was conducted. Vector autoregressive

To test H1a, total brand impressions result-

advertising messagesand the num-

models allow for the evolution and

ing from customer searches subsequent to

ber of times the products were visited

interdependencies between multiple

the exposure to impressions from televi-

online through natural searches on

time series to be captured (Sims, 1980).

sion are analyzed using a VARX model.

search engineswere collected. The

Corresponding impulse response

Television impressions affected brand-

paid advertising clicks included those

functions were generated to examine

search behavior for 10 weeks, and the

from paid search, and from paid online-

the effect of a one-standard deviation

authors witnessed an increased effect in

display campaigns. The data for organic

shock on one of the endogenous vari-

customer reactions on search engines as

searches were gathered using the com-

ables, in this case marketing spend-

well (See Figure 1). Interestingly, there was

panys Web-analytics tool that gathered

ing or media impressions (Dekimpe

a peak followed by a valley on customers

Clicks

visits made from non-paid searches. The

other data were collected from providers
of the paid online advertising services:

120,000

Online site sales: Total online sales

from the Web analytics tool were
collected. A sale referred to a com-

80,000

pletion and validation of a person

making a purchase of any of the products on the Web site.

40,000

Press-release data: Using Google

News, the number of online articles
that mentioned the companys name

was collected. This information was

useful because it indicated the popularity of the company during any

40,000

given week.
Control data: Several additional data
sources were collected to serve as

80,000
2

10

12

14

16

18

20

control variables. Wages, salaries, and

August 2013 U.S. Search Engine Rankings, comScore.

com.

Figure 1 Total Impressions on Branded Keywords in

Response to Television Impressions
December 2013 JOURNAL

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Effects of Multi-Channel Marketing on Consumers Online Search Behavior

brand search behavior that lasted for four

weeks. The permanent effect was minimal,

0.00100

a result that may have been attributable to

0.00050

the fleeting nature of advertising messages.

Following the practices of an earlier

0.00050

study, the adjustment period referred to

the period between the end of duration

0.00100

of immediate response (fourth week) and

0.00150

the time where the effect returns to normal

0.00200

(tenth week; Pauwels, Hanssens, and Sid-

0.00250

darth, 2002). This type of analysis origi-

0.00300

nally was conducted for price promotions,

but it also can apply to customer search

0.00350

behavior. In the case of television impres-

0.00400

sions in the current study, the adjustment

period was sixweeks.
The significance was calculated using
a t-statistic. A cut-off point of 1.0 was
selected. This cut-off point allowed for

11

13

15

17

19

Figure 2 Elasticity of Total Brand Impressions versus Total

Television Impressions

relatively wide confidence intervals. Con-

impact on brand online search behavior.

less significant than for television

sequently, instead of obtaining precise esti-

In fact, the effect of radio exposure on

impressions.

mates, the results of the current study were

brand keyword searches was noted dur-

The effects from radio impressions had

indicative of cumulative effects (Dekimpe,

ing the first four weeks followed by a

the same elasticity as the effects from tel-

Hanssens, and Silva-Risso 1999). For H1a,

subsequent drop (See Figure 3). The adjust-

evision during the first period, but it rap-

the t-test was 1.81; it was significant, sup-

ment period, however, was found to be

idly dropped afterward (See Figure 4).

porting H1a.
Elasticity also was calculated (See
Figure 2). The net effect during period

160,000

two was 0.0035, which illustrates the

amount of change in brand impressions

120,000

as the result of every impression made by

television advertising.

80,000

Television exposure resulted in high

levels of elaboration likelihood and, as a
result, the message delivered had more

40,000

impact than other types of advertising

messages. A 30-second spot enabled peo-

ple with interest in a brand to obtain their

product information through both sight
and sound. This enhanced elaboration

40,000

resulted in a longer-term effect on brand

online-searching behavior.

80,000
2

10

12

14

16

18

Brand Impressions in Relation to

Radio Impressions
Analysis of the VARX model for H1b
indicated that radio impressions had an

436 JOURNAL

Figure 3 Total Impressions on Branded Keywords in

Response to Radio Audience

OF ADVERTISING RESEARCH December 2013

20

Effects of Multi-Channel Marketing on Consumers Online Search Behavior

The finding implies

0.00050

that online advertising

0
0.00050

engages people more than

0.00100
0.00150

does traditional media.

0.00200
0.00250
0.00300
0.00350

time. Furthermore, the 0.012 elasticity (See

0.00400
0.00450

Figure 6) reflected a stronger response for

1

11

13

15

17

online advertising on brand search.

19

Brand Impressions in Relation to Total

Figure 4 Elasticity of Total Brand Impressions vs.

Radio Audience

Media Impressions
To test H2 and to see whether elaboration
developed through different advertising channels affected the search behavior

However, the t-test was 0.51. As the over-

facilitated by the channels interactivity.

online, total brand impressions from cus-

all impact of radio was not significant, H1b

In addition, the long-term effect resem-

tomer search behavior subsequent to all

was not supported.

bles that of television, which implies that

of the impressions in different media (i.e.,

online advertising can stimulate a change

total media impressions) were analyzed

in search behavior over a longer period of

using the VARX model.

Brand Impressions in Relation to Online

Advertising Impressions
To test for the effects of online advertising on subsequent online search, brand

150,000

impressions in relation to online advertising impressions were analyzed using the

VARX method.
Display of online advertising had a con-

100,000

siderable impact on search behavior. In

the impulse-response function (See Figure 5)as opposed to the finding for both

50,000

television and radio exposurethe effects

from online exposure had a steady (and
not sudden) decline. The t-test was 1.52a
significant resultsupporting H1c.

The finding implies that online advertising engages people more than does traditional media. The fact that someone is
online surfing the Web is a plausible expla-

50,000
2

10

12

14

16

18

20

nation. A person exposed to display advertising and engaged with the message can
search more easily for related brand information. The immediacy of the message is

Figure 5 Total Impressions on Branded Keywords in

Response to Online Display Impressions
December 2013 JOURNAL

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Effects of Multi-Channel Marketing on Consumers Online Search Behavior

Consumer responsiveness

0.0040

to advertising and

0.0020
0

interactivity between

0.0020

individuals and

0.0040
0.0060

advertising media have

0.0080

been influential in

0.0100
0.0120
0.0140

advertising effectiveness.
1

11

13

15

17

19

Figure 6 Elasticity of Total Brand Impressions vs. Online

Display Impressions
media impressions from all different media
In an analysis of the impulse-response

1.2well above the cut-off point of 1.0

channels combined influenced brand que-

function (See Figure 7), there was an imme-

and the result, therefore, was significant,

ries to a large extent.

diate effect of total marketing impressions

supporting H2.
Brand Impressions in Relation to Paid

on branded keyword impressions that

In elasticity calculated for total brand

lasted two weeks, and the adjustment

impressions, the net effect during week

Media Expenditures

period lasted nine weeks. The t-test was

two was 0.008 (See Figure 8). Thus, paid

To test the effect of advertising expenditures on subsequent search, brand

impressions in relation to paid media

120,000

expenditures were analyzed using the

VARX model (See Figure 9). Total advertising expenditures had a similar impact as

80,000

total media impressions on branded keyword searches, though to a lesser extent.

The t-test result was 1.09, a significant find-

40,000

ing that supported H3.

Total Marketing Impressions in Relation

to Organic Searches
The effects of advertising exposure on
subsequent search through organic clicks

40,000

(H4) were tested using the VARX model.

The current study measured the effect of
total marketing impressions on organic

80,000
2

10

12

14

16

18

20

search traffic, which could be observed

in the impulse-response function (See

Figure 7 Total Impressions on Branded Keywords in

Response to Total Media Impressions
438 JOURNAL

OF ADVERTISING RESEARCH December 2013

Figure 10) and the elasticity chart (See

Figure 11). Organic traffic was not significantly affected by total marketing

Effects of Multi-Channel Marketing on Consumers Online Search Behavior

The authors findings

0.00

support the effects

0.00

of total marketing

0
0.00

expenditures, total

0.00

marketing impressions,

0.00

television impressions,

0.00
0.01

and online display

1

11

13

15

17

19

21

impressions on

Figure 8 Elasticity of Total Brand Impressions vs. Total

Media Impressions

consumers subsequent
online search behavior.

120,000

conducted on organic traffic by examining

the keyword categories (i.e., branded versus generic). Such analysis would deter-

80,000

mine whether only frequency of search

for branded keywords saw an increase or
whether the same effect also was found for
online searches of general keywords (e.g.,

40,000

the words cell phone instead of a specific

brand of cell phone).
The authors findings support the effects
of total marketing expenditures, total mar-

keting impressions, television impressions, and online display impressions

on consumers subsequent online search

40,000
2

10

12

14

16

18

20

behavior. However, the results of the

current study do not lend support to the
effect of radio impressions on subsequent

Figure 9 Total Impressions on Branded Keywords in

Response to Total Media Expenditures

online search. They also fail to support the

hypothesized relationship for the effect of
media impressions on organic clicks (See
Table 1).

impressions. The t-test was 0.59, a level

Organic clicks measure total visits from

that failed to support H4. Moreover, the

search engines regardless of keyword cat-

DISCUSSION

elasticity was low and, in week two, it

egory and are not the result of paid adver-

The effects of cross-channel online

was 0.0001.

tising. A more in-depth analysis could be

advertising remain a relatively under-

December 2013 JOURNAL

OF ADVERTISING RESEARCH 439

Effects of Multi-Channel Marketing on Consumers Online Search Behavior

The current study found that total marketing impressions, total marketing expen-

120,000

ditures, and television and online display

exposure were found to have significant
impacts on brand searches. Radio exposure

80,000

did not have a significant effect on brand

searches. The impact of total marketing
impressions on organic clicks also was
found to be not significant.

40,000

The findings revealed a significant shortterm increase in queries for the target
brand. More important, they showed that

the increase in subsequent searches did not

sustain over time. The authors also found
that total marketing spending and total
advertising impressions had the greatest

40,000
2

10

12

14

16

18

20

Figure 10 Total Organic Clicks in Response to Total Media

Impressions

short-term impact on brand queries. The

adjustment time period lasted only three
weeks and then leveled off, and the elasticity was greatest during the first three
time periods.
The findings for television and online
advertising effects on brand searches were
similar (but to a lesser extent) to the effects
of marketing spending and total adver-

0.00014

tising impressions. The total effects of all

0.00012

the advertisers efforts sustained a lift in

brand queries. Albeit for a short time, the

0.00010
0.00008

Table 1
T-Test Results for Each
Hypothesis

0.00006
0.00004
0.00002
0
0.00002

11

13

15

17

19

Figure 11 Elasticity of Total Organic Clicks versus Media

Impressions
studied field. This paper examined the long-

brand on search engines, using the

and short-term effects of offline and

adjustment period and total effects of

online advertising on searchmore

advertising on brand search queries (See

specifically, searches for the advertisers

Table 2).

440 JOURNAL

OF ADVERTISING RESEARCH December 2013

Variable

T-Statistic Significant?

Total Marketing
Spend

1.21

Yes

Total Marketing
Impressions

1.09

Yes

Television
Impressions

1.89

Yes

Radio
Impressions

0.51

No

Online Display
Impressions

1.52

Yes

Organic Clicks

0.59

No

Effects of Multi-Channel Marketing on Consumers Online Search Behavior

Table 2
Summary of Findings

One key implication of

the findings is that firms

Hypothesis

Supported?

H1a: An increase in television advertising leads to increased searches for

the companys brand online

Yes

can maximize brand-

H1b: An increase in radio advertising leads to increased searches for the

companys brand online

No

related queries with their

H1c: An increase in online advertising leads to increased searches for the

companys brand online

Yes

marketing endeavors.

H2: The number of search engine queries for a companys branded

keywords is a function of the exposure to advertising placed in more than
one medium

Yes

H3: An increase in total advertising expenditures leads to increased

searches for the companys brand online

Yes

H4: An increase in advertising exposure leads to increased organic clicks

No

industry specifically. Further research

can replicate it by focusing on a different industry. Customer search might
vary across different industries, and
it would be important to test whether
these findings hold across different

effects of online display advertising were

User involvement with the advertising

more pronounced. The immediacy of the

message was not captured because the

medium allowed searches for the brand to

relevance of the advertising message to

Future studies may also involve focusing

occur much more readily than through tra-

audiences is not captured by the data.

on Web analytics data more in depth to

ditional channels.

Using only secondary data does not

understand the quality of each visit on the

allow examining if the actual message

companys site. Looking at this Web data

resonates with audiences.

may help researchers better understand

The findings emphasize the importance

of consistency of messages across different advertising media, particularly for

product categories.

the behavior of visitors who did a Web

integrated marketing campaigns. The out-

Existing brand awareness might affect

search as compared to the rest of the visit-

come of our analysis suggests that large

how audiences perceive the brand and,

ors exposed to different channels. Finally,

advertising campaigns will drive more

thus, their search behavior. A less-well-

an area of future research is to examine

traffic to their Web sites, and this addi-

known brand might not display the

the impact of offline advertising on

tional traffic must be sustained through the

same effects as those in this study; rep-

mobile search behavior (smartphones

companys Web site. Marketers can seize

licating the study with a different brand

and tablets).

such opportunities to present additional

from a different industry would help

purchase incentives.

validate the results.

Michel Laroche is the Royal Bank Distinguished

One key implication of the findings is

Professor of Marketing, John Molson School of

that firms can maximize brand-related

A third limitation concerns the lack of

queries with their marketing endeavors.

precise measurement of existing con-

research interests are in marketing communications,

As brand queries are known to occur dur-

sumers looking for the companys

Internet and services marketing, and retailing, with

ing the short term, firms may be able to

brand online. A number of brand

an additional interest in the role of culture and brand

design their media plans to maximize cus-

queries might have originated from

decision processes in consumer behavior. He has

tomer immediate searches through offer-

existing clientele, thus eliminating the

published more than 280 articles in proceedings and

ing additional online information.

need to advertise directly to them. This

journals, including the Journal of Consumer Research

Business, Concordia University, Montreal. His main

is a reality of any advertising campaign.

and the Journal of Advertising Research. Laroche

LIMITATIONS AND FUTURE RESEARCH

The current study suggests areas for

is the managing editor of the Journal of Business

The study is not without limitations,

further research, in that it specifically

Research and a member of the Academy of Marketing

specifically:

examines only the telecommunications

Science board of governors.

December 2013 JOURNAL

OF ADVERTISING RESEARCH 441

Effects of Multi-Channel Marketing on Consumers Online Search Behavior

Isar Kiani is a PhD candidate in marketing at the John

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Print Advertising. Marketing Science Institute

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