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When to Combine Television With Online Campaigns

Cost Savings Versus Extended Reach

Georg M. Goerg, Christoph Best, Sheethal Shobowale, Nicolas Remy, Jim Koehler
DOI: 10.2501/JAR-2017-037 Published 1 September 2017
Georg M. Goerg
Google, Inc.,
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  • For correspondence: gmg@google.com
Christoph Best
Google, Inc.,
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  • For correspondence: chbest@google.com
Sheethal Shobowale
Google, Inc.,
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  • For correspondence: sheethal@google.com
Nicolas Remy
Google, Inc.,
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  • For correspondence: nicolasremy@google.com
Jim Koehler
Google, Inc.,
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Article Information

vol. 57 no. 3 283-304
DOI 
https://doi.org/10.2501/JAR-2017-037

Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Published online September 5, 2017.

Copyright & Usage 
© Copyright 2017 The ARF. All rights reserved.

Author Information

  1. Georg M. Goerg
  1. Google, Inc., gmg{at}google.com
  1. Christoph Best
  1. Google, Inc., chbest{at}google.com
  1. Sheethal Shobowale
  1. Google, Inc., sheethal{at}google.com
  1. Nicolas Remy
  1. Google, Inc., nicolasremy{at}google.com
  1. Jim Koehler
  1. Google, Inc., jkoehler{at}google.com
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Vol 57 Issue 3

Journal of Advertising Research: 57 (3)
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When to Combine Television With Online Campaigns
Georg M. Goerg, Christoph Best, Sheethal Shobowale, Nicolas Remy, Jim Koehler
Journal of Advertising Research Sep 2017, 57 (3) 283-304; DOI: 10.2501/JAR-2017-037

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When to Combine Television With Online Campaigns
Georg M. Goerg, Christoph Best, Sheethal Shobowale, Nicolas Remy, Jim Koehler
Journal of Advertising Research Sep 2017, 57 (3) 283-304; DOI: 10.2501/JAR-2017-037
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • METHODOLOGY
    • RESULTS
    • PREDICTING THE OPTIMAL MEDIA MIX
    • DISCUSSION
    • ABOUT THE AUTHORS
    • ACKNOWLEDGMENTS
    • APPENDIX A Details on Data Sources
    • APPENDIX B Derivations and Proofs
    • Footnotes
    • REFERENCES
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  • Television
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