Q:What factors should drive the allocation mix (traditional vs. digital)? Product? Industry? Customers? Campaign goals? How do these factors influence the choice of media budget?

Reference: Northwestern University, Kellogg School of Management business case titled:

"It's a New Day: Microsoft's Office 2007 Launch Campaign" written by Mohanbir Sawhney and Sachin Waikar . Ref number: KELL 533