BabyCenter, L.L.C., the online resource for new and expectant parents, on Wednesday released research demonstrating that online advertising can be an effective brand building tool. The advertising
effectiveness research, conducted by third-party research firm Dynamic Logic, found that advertising campaigns on BabyCenter exceeded industry norms for key brand marketing metrics, including brand
awareness, message association and purchase intent. Unilever's "all" Baby Care Plus laundry detergent is among the advertisers who have recently experienced online branding success at BabyCenter. The
year-long online media sponsorship, developed for "all" by BabyCenter and launched in January 2003, has already outperformed Dynamic Logic's norms for message association, brand favorability and
purchase intent. In its first six months, the "all" campaign helped accomplish a 48% increase in brand awareness, far exceeding the consumer packaged goods norm of just 5% (Dynamic Logic MarketNorms
Q4/02).