Intenet advertising creates more brand awareness than traditional media such as the internet and television, says a new report, however, it may not be as effective at persuading consumers to buy.
According to a new study by research group Dynamic Logic, brand awareness will rise by 16.7% in a mixed-media campaign, which uses television, the internet and magazines, compared to using just a single method to deliver the message.
During eight campaigns which were trialled by the US group, the internet’s brand exposure rose from 0% to 6.1%, creating more awareness than television and magazines, which grew by 5.5% and 5.1% respectively.
However, the internet as a stand-alone media was not as effective at persuading consumers to buy items. During the campaigns, the internet only raised purchase intent by 1.3% and television faired only slightly better at 2.6%. Meanwhile, magazine advertisements were very effective at getting people to spend money, as buying consideration grew to 7.2%.
Magazines also came out on top in the advertisement awareness category. Magazines alone managed to raise campaign effectiveness by 11.1%, along with television which was also very successful at raising awareness, with an 11% growth, compared to the internet which was up by only 6%.
Director at the Periodical Publishers Association (PPA), Philip Cutts, said: “Many studies carried out by PPA and others across the globe have pointed to the power of mixed media advertising and particularly the effect that adding print to a TV-only schedule can have. Dynamic Logic’s comparisons showing how the different media add to the overall message is striking.”
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