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IAB and ARF unveil results of online advertising study

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New York--Online advertising plays an important role in the effectiveness of overall advertising, according to research unveiled by the Advertising Research Foundation and the Interactive Advertising Bureau.

The IAB and ARF presented the results of a yearlong study to ad agency and corporate advertising executives on Wednesday. The research was commissioned by Microsoft Corp.'s MSN network and was conducted by Market Evolution. It examined the effectiveness of an integrated campaign for Unilever Home & Personal Care's Dove Nutrium Bar.

The research suggests that online frequency boosts branding effectiveness. Increasing the number of online impressions from six to 12 over six weeks increased Dove Nutrium Bar's overall branding effectiveness by 42%.

The study also found that online advertising is generally more cost-efficient than TV or print in terms of branding gains.

Additional information on the research is available at http://advantage.msn.com.

--Kate Maddox

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