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IAB ISSUES INTERNET BRAND-BUILDING REPORT

Published on .

(July 18, 2001) -- New research from the Interactive Advertising Bureau, DoubleClick and Microsoft Corp.'s MSN released today shows that the Internet, long praised for its promise of accountability, is an effective medium for advertisers hoping to build brands.

The research, conducted by Dynamic Logic and DoubleClick unit Diameter, showed that standard banners and newer skyscrapers and large rectangle ads all increase brand awareness, message association, brand favorability and purchase intent. Rich media ads and larger ad units also increase the impact. -- Adrienne Mand

Copyright July 2001, Crain Communications Inc.

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