Oct 1, 2008
Two-thirds of consumers responding to an offline advertisement visited the website of the company advertised or a search engine to learn more, while just 14 percent called a phone number from the advertisement, the survey said.
"Measurement of consumer response online sparked by offline advertising initiatives is a key variable to understand as advertising dollars migrate to online media forms," the JupiterResearch report said. "Understanding the role offline advertising dollars have on online campaign results is paramount to overall budget and marketing planning," it concluded.
Following are additional findings from the survey:
The survey of 2,460 U.S. online shoppers was commissioned by SendTec Inc., an online marketing firm. It was recently announced that JupiterResearch is being acquired by Forrester Research.
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