srinavasan 2016

Question 1

path to purchase direct

Answer 1

advertising –> sales

Question 2

path to purchase indirect

Answer 2

circle of paid media, earned media and owned media

Question 3

Predominant flow from TV advertising to 3 metrics

Answer 3

cognitive metrics (e.g., clicking on a paid search to find out more), to

affective metrics (e.g., liking the brand on Facebook), and then to

conative metrics (purchase).

Question 4

key finding srinavasan

Answer 4

Online consumer activity metrics interact with each other, are affected by traditional communication activities, and convert into sales even for a product that is still mostly bought offline.

Question 5

Importance of tracking online metrics:

2x

Answer 5

Online consumer activities on the path to purchase are reflected in paid, owned, and earned media metrics.
Online metrics can be used to evaluate consumer responses to traditional advertising.