STUDY CLAIMS ONLINE BRAND-BUILDING CAN SKIP OFFLINE ADS

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(July 11, 2001) -- Research company Dynamic Logic, London, and interactive agency eBrands released a new study claiming that Internet advertising builds brands without the support of offline advertising.

The results are based on the effectiveness of an ad campaign for a fictitious new brand, personal concierge service YesSirNoSir.The brand was advertised exclusively online across the U.K. properties of iVillage.com and FTMarketWatch.com. Two million impressions ran from May through early June, an estimated $70,000 worth of media.

Among the findings: awareness levels for the brand increased from 4% (baseline) to 11% overall (among those exposed to the online ads). Awareness levels were higher (just over 19%) among the target demographic group (professionals aged 18 to 49) -- a lift of 428% from the baseline.

The study went on the say there was a positive correlation between the frequency of exposure and branding levels. -- Adrienne Mand

Copyright July 2001, Crain Communications Inc.

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