AdWeek Via Yahoo: Web Ads Score on Recognition Factor

Dynamic Logic examined ten cross-media studies and came to the conclusion that adding online to a TV sponsorship doubled a brand's association with the sponsorship of an event. It also boosted brand message association 7 points (over the 13 gained through TV alone) but contributed only 0.4 points towards affecting purchase intent compared to television's 13 points. Dynamic Logic President Nick Nyhan says the findings help guide advertisers towards developing a proper media mix based on different objectives.