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NEW YORK Travelocity intends to shift 20 percent of this year’s offline marketing budget to the Internet, said Jason Pruismann, director of advertising and promotions at the online travel company.
After conducting an econometrics study, “we found offline wasn’t paying out the way online was,” said Pruismann. “We have found that our online marketing efforts have proven to be the most successful in terms of return on investment.” He declined to say what proportions of Travelocity’s marketing dollars are spent online versus offline.
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