Online Leads To Offline -- And Vice Versa

I've seen numerous articles suggesting that online research leads to offline purchases, but this is the first article I've seen suggesting that exposure to offline advertising leads to online searches.

This makes perfect sense -- I can easily recall instances where I've done the same thing -- but this is the first I have seen this idea articulated in trade press.

This is based on research by the Retail Advertising and Marketing Association, representing a category that currently does most of their advertising offline.