This paper reminded me of a logo drama many years ago. The client – on instructions from Head Office – wanted to super the Group (a big listed plc.) logo in the end-frame of their first ever TV commercial. We dug our heels in with local management based on irrelevance to the Target Market & Brief. Eventually, air-date approached, and I was sent to present the campaign to the CEO and Executive Committee. The CEO loved the spot – the Media and Production budget being no small dough to them. He patiently listened and then explained that his target market wasn’t just the end-user; it was the Stakeholders, Workers and particularly the Institutional and Retail investment community that held, bought or held their stock. He reckoned that to number about 3000 people in total, his target market. The logo appeared. The Campaign was well received. Sales maintained momentum. The acquisitive group soared to greater International heights. And the share price grew …
“Background Noise? TV Advertising Affects Real Time Investor Behavior
Jura Liaukonyte Alminas Zaldokas
Using granular minute-by-minute television advertising data covering approximately 326; 000 ads, 301 rms, and $20 billion in ad spending, we study the real-time effects of TV advertising on investor search for online nancial information and subsequent trading activity. Our identification strategy exploits the fact that viewers in different U.S. time zones are exposed to the same programming and national advertising at different times, allowing us to control for contemporaneous confounding events. We find that an average TV ad leads to a 3% increase in SEC EDGAR queries and an 8% increase in Google searches for financial information within 15 minutes of the airing of that ad. Such advertising effects spill over through horizontal and vertical product market
links to financial information searches on closest rivals and suppliers. The ad-induced queries on the advertiser increase trading volume and contribute to a temporary rise in the stock price. This suggests that advertising, originally intended for consumers, has a non-negligible effect on financial markets.
Keywords: Advertising; Limited Attention; Retail Investor Behavior”