| Online
advertising has tremendous communications
power. In fact, banner advertising has
been proven to increase consumer recall
and brand name identification. Beyond
their ability to build brands, banners
have the additional benefit of direct
response opportunity with every impression
and the unique interactivity of the web.
A
single banner exposure can generate brand
awareness, ad awareness, product attribute
communication, and purchase intent. Nearly
all of the ad awareness impact measured
(94%) was generated without click-through
to the advertiser's site. Online advertising
is more likely to be noticed thaN television
advertising and compares favoUrably to
television in its ability to create a
brand-linked impression.
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