impact getting off-line promotion

books:

The Off-Line Impact of Online Ads
Magid M. Abraham

Harvard Business Review, 2008

Advertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the power to drive purchases, but they get the best results when used together in a single campaign.

Getting the Most Out of Advertising and Promotion
Magid M. Abraham, Leonard M. Lodish

Harvard Business Review, 1990

A new kind of marketing data enable managers to measure incremental sales of a product due to advertising and promotion. Single-source data correlate actual consumer purchases with corresponding television advertising or promotion events. Single-source data challenge much of the conventional wisdom on advertising. To take advantage of the data, managers must continually examine the appropriate balance between advertising and promotion.