Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising

Journal of Marketing Research

Volumn 51, Issue 5, 2014, Pages 527-545

  Dinner, Isaac M ^a   Van Heerde, Harald J ^b,c   Neslin, Scott A ^d  

^a UNIVERSITY OF NORTH CAROLINA   (United States)

^b MASSEY UNIVERSITY   (New Zealand)

^c TILBURG UNIVERSITY   (Netherlands)

^d DARTMOUTH COLLEGE   (United States)

Author keywords

Advertising elasticity; Banner advertising; Cross effects; Marketing mix models; Multichannel; Nonlinear models; Search advertising

Indexed keywords

EID: 84908420265     PISSN: 00222437     EISSN: 15477193     Source Type: Journal    
DOI: 10.1509/jmr.11.0466     Document Type: Article

References (47)

1. Abraham, Magid (2008), "The Off-Line Impact of Online Ads", Harvard Business Review, 86(April), 28.
2. Angrist, Joshua D. and Jorn-Steffen Pischke (2009), Mostly Harmless Econometrics: An Empiricist's Companion. Princeton, NJ: Princeton University Press.
3. Ansari, Asim, Carl Mela, and Scott A. Neslin (2008), "Customer Channel Migration", Journal of Marketing Research, 45(February), 60-76.
4. Assmus, Gert, John U. Farley, and Donald R. Lehmann (1984), "How Advertising Affects Sales: Meta-Analysis of Econometric Results", Journal of Marketing Research, 21(February), 650-74.
5. Bradshaw, Tim (2008), "Marketing Budget Cuts Predicted to Deepen", The Financial Times (July 13), (accessed May 30, 2014), [available at http://www.ft.com/cms/s/0/d76152fc-5101-11dd-b751-000077b07658Jitml#axzz33DD4qriF].
6. Broadbent, Simon S. (1984), "Modeling with Adstock", Journal of the Market Research Society, 26(4), 295-312.
7. Chan, Tat Y., Chunhua Wu, and Ying Xie (2011), "Measuring the Lifetime Value of Customers Acquired from Google Search Advertising", Marketing Science, 30(5), 837-50.
8. Danaher, Peter J., André Bonfrer, and Sanjay Dhar (2008), "The Effect of Competitive Advertising Interference on Sales for Packaged Goods", Journal of Marketing Research, 45(April), 211-25.
9. - and Tracey S. Dagger (2013), "Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign", Journal of Marketing Research, 50(August), 517-34.
10. Ebbes, Peter, Dominik Papies, and Harald J. van Heerde (2011), "The Sense and Non-Sense of Holdout Sample Validation in the Presence of Endogeneity", Marketing Science, 30(6), 1115-22.
11. eMarketer (2012), "Paid Search Clickthrough Rates Up Year Over Year", (January 23), (accessed May 14, 2014), [available at http://www.emarketer.com/Article/Paid-Search-Clickthrough-Rates-Up-Year-Over-Year/1008791].
12. Franses, Philip Hans and Richard Paap (2001), Quantitative Models in Marketing Research. Cambridge: Cambridge University Press.
13. Ghose, Anindya and Sha Yang (2009), "An Empirical Analysis of Search Engine Advertising Sponsored Search in Electronic Markets", Management Science, 55(10), 16005-1622.
14. Greene, William H. (2000), Econometric Analysis. Upper Saddle River, NJ: Prentice Hall.
15. Hauser, John R., Glen L. Urban, Guilherme Liberali, and Michael Braun (2009), "Website Morphing", Marketing Science, 28(2), 202-223.
16. IAB (2013) "IAB Internet Advertising Revenue Report", (April 16), (accessed May 30, 2014), [available at http://www.iab.net/AdRevenueReport].
17. Lai, Rajiv and Miklos Sarvary (1999), "When and How Is the Internet Likely to Decrease Price Competition?" Marketing Science, 18(4), 485-503.
18. Lamey, Lien, Barbara Deleersnyder, Marnik G. Dekimpe, and Jan-Benedict E. M. Steenkamp (2012), "The Effect of Business Cycle Fluctuations on Private-Label Share: What Has Marketing Conduct Got to Do with It?" Journal of Marketing, 76(January), 1-19.
19. Leone, Robert P. (1995), "Generalizing What Is Known About Temporal Aggregation and Advertising Carryover", Marketing Science, 14(3, Part 2 of 2), G141-50.
20. Ma, Yu, Kusum L. Ailawadi, Dinesh K. Gauri, and Dhruv Grewal (2011), "An Empirical Investigation of the Impact of Gasoline Prices on Grocery Shopping Behavior", Journal of Marketing, 75(March), 18-35.
21. Macy's (2013), "Macy's, Inc. Reports Its Fourth Consecutive Year of Double-Digit Growth in Earnings Per Share", press release, (February 26), (accessed May 14, 2014), [available at http://phx.corporate-ir.net/phoenix.zhtml?c=84477&p=irol-newsArticle&ID=1789234].
22. Manchanda, Puneet, Jean-Pierre Dubé K. Y. Goh, and Pradeep Chintagunta (2006), "The Effect of Banner Advertising on Internet Purchasing", Journal of Marketing Research, 43(February), 98-108.
23. Marketing Science Institute (2014), 2014-2016 Research Priorities. Cambridge, MA: Marketing Science Institute.
24. McKinsey (2009), "The Crisis: A New Era in Management", McKinsey Quarterly, 1.
25. Murphy, David (2008), "A Measured Approach", Marketing, (March 26), 47-49.
26. Naik, Prasad A. and Kay Peters (2009), "A Hierarchical Marketing Communications Model of Online and Offline Media Synergies", Journal of Interactive Marketing, 23(4), 288-99.
27. Nevo, Aviv (2001), "Measuring Market Power in the Ready-to-Eat Cereal Industry", Econometrica, 69(2), 307-342.
28. Parks, R. (1967), "Efficient Estimation of a System of Regression Equations When Disturbances Are Both Serially and Contemporaneously Correlated", Journal of the American Statistical Association, 62(June), 500-509.
29. Pauwels, Koen, Peter S. H. Leeflang, Marije L. Teerling, and K. R. Eelko Huizingh (2011), "Does Online Information Drive Offline Revenues? Only for Specific Products and Consumer Segments!" Journal of Retailing, 87(1), 1-17.
30. Plosser, Charles I. and G. William Schwert (1978) "Money, Income and Sunspots: Measuring Economic Relationships and the Effects of Differencing", Journal of Monetary Economics, 4(4), 637-60.
31. Rutz, Oliver J. and Randolph E. Bucklin (2011), "From Generic to Branded: A Model of Spillover in Paid Search Advertising", Journal of Marketing Research, 48(February), 87-102.
32. - and - (2013), "Paid Search Advertising", in Advanced Database Marketing, Kristof Coussement, Koen W. De Bock, and Scott A. Neslin, eds. Farnham, UK: Gower Publishing, 229-46.
33. -. Michael Trusov, and Randolph E. Bucklin (2011), "Modeling Indirect Effects of Paid Search Advertising: Which Keywords Lead to More Future Visits", Marketing Science, 30(4), 646-65.
34. Schultz, Randall L. and Dick R. Wittink (1976), "The Measurement of Industry Advertising Effects", Journal of Marketing Research, 13(February), 71-75.
35. Sethuraman, Raj, Gerard J. Tellis, and Richard A. Briesch (2011), "How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities", Journal of Marketing Research, 48(June), 457-71.
36. Sonnier, Garrett P., Leigh McAlister, and Oliver J. Rutz (2011), "A Dynamic Model of the Effect of Online Communications on Firm Sales", Marketing Science, 30(4), 702-716.
37. Trusov, Michael, Randolph E. Bucklin, and Koen Pauwels (2009), "Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site", Journal of Marketing, 73(September), 90-102.
38. Van Baal, Sebastian and Christian Dach (2005), "Free Riding and Customer Retention Across Retailers' Channels", Journal of Interactive Marketing, 19(2), 75-85.
39. -, Maarten Gijsenberg, Marnik G. Dekimpe, and Jan-Benedict E. M. Steenkamp (2013), "Advertising and Price Effectiveness over the Business Cycle", Journal of Marketing Research, 50(April), 177-93.
40. Van Nierop, Erjen J. E. M., Peter S. M. Leeflang, Marije L. Teerling, and Eelko K. R. E. Huizingh (2011), "The Impact of the Introduction and Use of an Informational Website on Offline Customer Buying Behavior", International Journal of Research in Marketing, 28(2), 155-65.
41. Verbeek, Marno (2004), A Guide to Modern Econometrics, 2nd ed. Chichester, UK: John Wiley & Sons.
42. Verhoef, Peter C, Scott A. Neslin, and Björn Vroomen (2007), "Multichannel Customer Management: Understanding the Research-Shopper Phenomenon", International Journal of Research in Marketing, 24(2), 129-48.
43. Wiesel, Thorsten, Koen Pauwels, and Joep Arts (2011), "Marketing's Profit Impact: Quantifying Online and Offline Funnel Progression", Marketing Science, 30(4), 604-611.
44. Wooldridge, Jeffrey M. (2002), Econometric Analysis of Cross Section and Panel Data. Cambridge, MA: MIT Press.
45. Yang, Sha (2011), Personal correspondence on search advertising ROI, Marshall School of Business, University of Southern California (October 24).
46. Yao, Song and Carl F. Mela (2011), "A Dynamic Model of Sponsored Search Advertising", Marketing Science, 30(3), 447-68.
47. Zhang, Jie, Paul W. Farris, John W. Irvin, Tarun Kushwaha, Thomas J. Steenburgh, and Barton A. Weitz (2010), "Crafting Integrated Multichannel Retailing Strategies", Journal of Interactive Marketing, 24(2), 168-80.