Study Says Existing Brands Should Use Rich Media
Jul 29, 2004, 12:00 AM
Market research firm Dynamic Logic has conducted a study revealing that advertising is more effective, on average, for new products than for existing products. Ads for new products showed a greater increase in brand awareness, message association, brand favorability, and purchase intent than those for existing products. Among the explanations for this, Dynamic Logic cited the use of aggressive rich media ad campaigns by film marketers launching new movies, and recommended that marketers of existing brands take a similar tack.