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Impact of Online Branding On Actual Offline Purchases?

May 23, 2001, 12:00 AM
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IRI e. Ventures and Diameter, a division of DoubleClick Inc. are undertaking a comprehensive multi-brand study to measure the correlation between consumers' online exposure to brand advertising with actual offline purchases. Results from the study are expected to be available in the fourth quarter of this year.

The study will be conducted for four leading manufacturers of consumer packaged goods, and represent seven different consumer brands each valued at over $100 million. First, the research will test which advertising formats (banner, pop-ups and rich media ad units) influence short-term offline purchases, and what type of brand is most responsive to online advertising. Secondly, the study will determine the impact of frequency of online ad exposure on driving brand awareness, ad recall and purchase intent. Lastly, the results of the study will analyze whether a brand's sensitivity to TV advertising is an indicator of Internet advertising responsiveness.

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