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(May 3, 2001) -- A new online advertising study by Diameter, a division of DoubleClick, shows a direct correlation between being frequent exposure to online ads and an increase in brand metrics.

The study was conducted for the Make-A-Wish Foundation using one of the company's ad effectiveness tools, Campaign Evaluation, which tracks awareness, recall, purchase intent and attribute association.

Awareness of the Make-A-Wish banner ad increased 52% from a baseline awareness of 16% to 25% after viewing the ad five times. Additional viewings, however, had no measurable effect on awareness.

For advertisers who want to increase brand awareness, however, the study showed 50% increased recognition after eight exposures to the ad, plus the ability to recall aspects of the creative jumped 126% after eight exposures. -- Adrienne Mand

Copyright May 2001, Crain Communications Inc.

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