MRI study: Internet top ad medium for information

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The Internet was named by a majority of Web users as the most informative advertising medium, according to a study conducted by MRI Interactive on behalf of Phase2Media, New York, an Internet advertising network. More than 16,000 Web users were asked to rate the Internet, as well as other media (TV, magazines, radio) on information delivery, creativity and intrusiveness. More than half of respondents, 54%, ranked Internet advertising as the most informative medium ahead of magazines, 36%; newspapers, 32%; TV, 29%; and radio, 17%. Sixty-one percent of respondents said they thought TV is the most creative ad medium, followed by the Internet.

Copyright October 2000, Crain Communications Inc.

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