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ONLINE ADVERTISING DRIVES SALES OF CONSUMER PACKAGED GOODS BRANDS

Source: Information Resources

Posted on April 10, 2002

      Information Resources, Inc. and DoubleClick have released results of their "e-AdWorks: Internet Advertising Effectiveness Study", which examines the impact of Internet advertising on purchase behavior and consumer attitudes, at The ARF Annual Convention & Research InfoPlex. The research, conducted on eight brands from five manufacturers, shows that online advertising can positively influence consumer perceptions of brands and increase offline sales by an average of 6.6% for major consumer packaged goods.

      The study mapped the impact of Internet advertising throughout the consumer purchase decision process. It found growth in brand awareness, message recall, and sales that was incremental to the base levels achieved through TV, radio and print advertising. The sales lift resulting from online advertising ranged from flat for two brands up to a remarkable 22.5% for a brand with a new line extension. Half of the brands achieved statistically significant increases in unaided brand awareness, ranging from1.8% to 23.9% depending upon the ad impact, ad frequency and base awareness level. Six of the eight brands achieved significant growth in aided message recall.

      For more information visit www.infores.com or www.doubleclick.net.




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