Measuring the complementary effects of online and offline media
Michele Madansky and Jeffrey Graham
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...
