Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • How Can Advertisers Leverage AI and Generative AI?
    • Past Calls
  • Research Priorities
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Open Access
  • Videos
    • JAR Webinars
    • ARF Insights Studio
  • Submit
    • Submit a manuscript
  • Calls For Papers
    • How Can Advertisers Leverage AI and Generative AI?
    • Past Calls
  • Research Priorities
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • ARF members
    • Subscribe to JAR
    • Pay per view
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

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.,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: gmg@google.com
Christoph Best
Google, Inc.,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: chbest@google.com
Sheethal Shobowale
Google, Inc.,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: sheethal@google.com
Nicolas Remy
Google, Inc.,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: nicolasremy@google.com
Jim Koehler
Google, Inc.,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: jkoehler@google.com
  • Article
  • Figures & Data
  • Info
  • PDF
Loading

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
View Full Text

PreviousNext
Back to top

Vol 57 Issue 3

Journal of Advertising Research: 57 (3)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • About the Cover
  • Index by author
  • Ed Board (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
When to Combine Television With Online Campaigns
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Print
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
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

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
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
del.icio.us logo Digg logo Reddit logo Twitter logo Facebook logo Google logo Mendeley logo
Save to my folders

Jump to

  • 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
  • Figures & Data
  • Info
  • PDF

Topics

  • Television
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • How Brand Managers Can Maximize Engagement with ASMR YouTube Content
  • Does Childhood Exposure to a Brand Improve Brand Name Recognition?
  • How Video Cover Images Influence Pre-Roll Advertisement Clicks
Show more Articles

© 2023 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use