Measuring the Complementary Effects of Online and Offline Media
Michele MadanskyYahoo!, United States
Jeffrey GrahamResearch Development, Dynamic Logic, United States
INTRODUCTION
Over the past several decades, various methodologies have been developed and employed to measure advertising effects. These methods, such as telephone tracking and media mix modeling, can account for advertising activity at high thresholds of spending and reach. However, as new advertising channels emerge, such as the Internet, advertisers are finding that they need new methods to adequately measure vehicles that have a relatively low reach and spend, but may present opportunities to achieve significant branding effects....