Tying Offline Advertising to Online Results

No longer do people debate whether you can use an in-commercial response mechanism either to sell things (e.g., Ginsu knives, George Foreman grills) or build brand image, but not to do both at once. Brands such as Jenny Craig and Orbitz.com show the evolution of the use of “blended” media to simultaneously build call or click volume and craft a brand image.

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