Branding: iMediaConnection: Discussing Online's Impact on Sales 2
iMediaConnection: Discussing Online's Impact on Sales 2iMedia Brand Summit panelists discussed a "study, conducted by MSN in conjunction with Rex Briggs of Marketing Evolution, [which] analyzed the online component of ad campaigns conducted by Nestlé's Coffee-Mate and Kraft's Jell-O brands and found that the Web can provide media impact equal to or better than other media effective at branding....
for Ford "both online and magazine were particularly cost-efficient. But online got top-of-level awareness all the way down to individual beliefs about what the product delivered in terms of brand industry, like quieter interior or better payload capacity, all the way to people actually buying a truck."
posted by Jen @ 1:52 pm
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