Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising
Driving Online and Offline Sales: The Cross-Channel Effects of Traditional, Online Display, and Paid Search Advertising
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DOI：
10.1509/jmr.11.0466
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发表时间：
2014-10-01
影响因子：
6.1
通讯作者：
Neslin, Scott A.
中科院分区：
文献类型：
--
作者：
Dinner, Isaac M.;Van Heerde, Harald J.;Neslin, Scott A.
当前营销环境的特点是多渠道购物激增，广告渠道的选择越来越多。这种情况要求公司了解如何在一个渠道（例如，在线）影响另一渠道中的销售（例如，离线）。本文研究了在线广告（显示和搜索）和传统媒体的存在，规模和这些跨渠道效应的结转。该分析考虑了这些广告支出如何直接转化为销售额，以及间接通过中间搜索广告指标，即印象和点击率。对于一个高端服装和服装零售商，作者发现，交叉效应的存在和重要性，交叉效应的弹性几乎一样高的自效应的弹性。在线展示，特别是搜索广告比传统广告更有效。这一结果主要是由于线下渠道的强烈交叉效应。投资回报率的计算表明，由于忽视了这些交叉效应，企业严重错误地估计了在线广告的有效性。值得注意的是，作者发现传统广告降低了付费搜索的点击率，从而降低了传统广告的净交叉效应。
The current marketing environment is characterized by a surge in multichannel shopping and increasing choice of advertising channels. This situation requires firms to understand how advertising in one channel (e.g., online) influences sales in another channel (e.g., offline). This article studies the presence, magnitude, and carryover of these cross-channel effects for online advertising (display and search) and traditional media. The analysis considers how these advertising expenditures translate directly into sales, as well as indirectly through intermediate search advertising metrics-namely, impressions and click-through rate. For a high-end clothing and apparel retailer, the authors find that cross effects exist and are important and that cross-effect elasticities are almost as high as own-effect elasticities. Online display and, in particular, search advertising is more effective than traditional advertising. This result is primarily due to strong cross effects on the offline channel. Return-on-investment calculations suggest that by ignoring these cross effects, firms substantially miscalculate the effectiveness of online advertising. Notably, the authors find that traditional advertising decreases paid search click-through rates, thus reducing the net cross effect of traditional advertising.