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Can Old Media Enhance New Media?

How Traditional Advertising Pays off for an Online Social Network

Markus Pfeiffer, Markus Zinnbauer
DOI: 10.2501/S0021849910091166 Published 1 March 2010
Markus Pfeiffer
mpfeiffer@vivaldipartners.com
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Markus Zinnbauer
mzinnbauer@vivaldipartners.com
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ABSTRACT

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.

  • © Copyright 2010 The ARF. All rights reserved.

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Vol 50 Issue 1

Journal of Advertising Research: 50 (1)
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Can Old Media Enhance New Media?
Markus Pfeiffer, Markus Zinnbauer
Journal of Advertising Research Mar 2010, 50 (1) 42-49; DOI: 10.2501/S0021849910091166

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Can Old Media Enhance New Media?
Markus Pfeiffer, Markus Zinnbauer
Journal of Advertising Research Mar 2010, 50 (1) 42-49; DOI: 10.2501/S0021849910091166
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