Just an Online Minute... Message Association
It turns out that advertising online can actually help in this scenario. The latest research from Dynamic Logic says online banner advertising lifts message association by 12% on average.
Based on data gathered through 33,000 interviews, Dynamic Logic determined that those survey participants who had seen the ads prior to the survey were able to match the right message to the right brand at statistically higher rates (12% higher) than those who were not exposed but were visiting the same sites during the same time frame.
According to the Dynamic Logic's release, "Advertisers very often want consumers to connect their brand or products with a tagline or value proposition as a way to enhance perceptions of the brand. Dynamic Logic's data provides empirical evidence that online banner ads can communicate beyond the click."
To that end, DL suggests these three tips for online advertisers: - Employ a simple and consistent message - Make the words easy to read (avoid small fonts) - Include logo in every frame, especially when message appears
Though the above steps seem so simple they conjure up memories of Advertising 101, it's amazing how many banners lack those very principles. Once again, it's back to basics.