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| Author: | Pfeiffer, M. Zinnbauer, M. |
| Title: | Can old media enhance new media? How traditional advertising pays off for an online social network |
| Journal: | Journal of Advertising Research
2010 : MAR, VOL 50:1, p. 42-49 |
| Index terms: | advertising media marketing channels marketing mix allocation |
| Language: | eng |
| Abstract: | The article discusses the allocation of marketing actions between the so-called new media (online channels) and old media (tv, radio and print). The authors investigate the value of different channels, and whether the traditional channels can be used to support the new ones in a profitable way. Both the budget allocation aspect and the impact of each marketing channel on sales and other output measures are considered. A marketing mix modeling case study approach is adopted to tackle this question. |
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