PT  - JOURNAL ARTICLE
AU  - Markus Pfeiffer
AU  - Markus Zinnbauer
TI  - Can Old Media Enhance New Media?
AID  - 10.2501/S0021849910091166
DP  - 2010 Mar 01
TA  - Journal of Advertising Research
PG  - 42--49
VI  - 50
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/50/1/42.short
4100  - http://www.journalofadvertisingresearch.com/content/50/1/42.full
SO  - J Advert Res2010 Mar 01; 50
AB  - Allocating marketing budgets in the most efficient way remains one of the key challenges for any marketing executive. Especially in cases of online pure plays such as social networks, the trade-off between online channels (display advertising and search engine marketing) versus classic communication (television, radio, print) has been fervently discussed during the last decade. In practice, online channels are often being favored for their direct accountability in terms of cost per click. To prove the actual value of various channels, the authors present a marketing mix modeling case study examining the business impact of various communication channels and the role of other external factors that influence usage of the website.