Measuring the complementary effects of online and offline media

Advertisers are increasingly integrating Internet advertising into their branding campaigns and engaging in research to help them understand how online and offline can be combined to create synergistic effects.

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...