The Internet as a marketing medium has enhanced -- not diminished -- the value of TV advertising for marketers, according to David Poltrack, president of CBS' new research unit. His logic: The
Internet has been show to be an efficient mechanism for turning interested, aware consumers into purchasers, but first those prospects must become aware, which is exactly what television advertising
can do well.
"If the Internet improves the process by which interested consumers are converted to purchasers, then the value of each aware or interested consumer is greater. No
other medium can rival TV in developing awareness of a product, service or product feature," he writes.
Internet marketing increases the rate of conversion of aware consumers, so to reduce the investment in TV advertising, the primary generator of awareness, undermines the value of any Internet effort, he says.