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NEW YORK Optimal results are achieved when online advertising represents 10-15 percent of a marketing budget, according to a recent study commissioned by the Interactive Advertising Bureau.
The Cross Media Optimization Study, conducted by Rex Briggs of Marketing Evolution and research firm Dynamic Logic, examined online media’s place in the overall marketing plan for Kleenex Soft Pack tissues and Colgate Total Toothpaste.
The study also found that adding online advertising to the mix expands reach and coverage, and boosting online allocation produces better results.
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