Apparently it goes both ways with online searches and offline activity. MediaPost’s Center for Media Research reports that offline advertising often prompts online searches. In fact, of any action taken, the study performed by BIGresearch and teh Retail Advertising and Marketing Association finds that an online search is the most popular consumer response to an engaging advertisement.
Just under half of the consumers surveyed said they’d begun an online search after viewing ads in magazines, reading articles, seeing ads on TV and seeing ads on newspapers (in order of popularity).
But the benefit for advertisers doesn’t stop there: