Traditional advertising plays a key role in prompting consumers to search for merchandise online, according to a study by the Retail Advertising and Marketing Association (RAMA) and BIGresearch.

Roughly half of the consumers told researchers they take cues from TV, magazine and newspaper ads to determine when and where to shop online. In order of preference, 47 percent said they turned to magazine ads, followed by TV commercials and newspaper ads at 43 percent each.

In-store promotions motivated 27 percent to search for products online. When it came to coupons, far more women than men used them for online guidance, at 42 percent of women versus 29 percent of men.

The survey findings seem to reinforce the evidence that many marketing agencies are collecting, which indicates online and offline marketing programs work better than online-only or offline-only campaigns.

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