Microsoft: Does TV Still Matter? Accounting for paid and earned media impact

This case study shows how Microsoft, a global information technology company, analysed three cases to test the impact of the relative roles of traditional and digital media on sales.

Microsoft: Does TV Still Matter? Accounting for paid and earned media impact

Kishore Krishna

Campaign details

Brand owner: MicrosoftLead agency: Dentsu AegisBudget: Over 20 millionCountry: United StatesIndustry: Information technology, high-techMedia: Cinema, Earned media, buzz, Internet - display, Internet - microsites, Internet - search, Magazines - consumer, Mobile and apps, Online video, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Sales promotion, Social media, Television, Word of mouth, advocacy

Executive summary

This case study shows how Microsoft, a global information technology company, analysed three...

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