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CU System
Study Bad online ad campaign worse than no campaign
MADISON, Wis. (11/2/09)--Poorly conducted online advertising campaigns not only fail to get the message across, they could negatively impact the brand of a company, such as a credit union, according to research by Dynamic Logic, a marketing research company. The bottom 20% of online ad campaigns negatively impacted opinions of Internet users exposed to the ads, the company said (The e-Marketer Daily Oct. 29). Also, “purchase intent” was reduced the most--among the five factors measured--by a bad campaign by 4.1 percentage points. Other factors measured included: “aided brand awareness,” “online ad awareness,” “message association,” and “brand favorability.” Conversely, top-performing ad campaigns heightened online awareness, message association, and brand awareness by more than eight percentage points each, the company said. “When it comes to digital advertising, a lot of time is spent choosing websites, ad sizes, formats, targeting and other factors,” said Ken Mallon, Dynamic Logic’s senior vice president of custom solutions. “However, not enough time is spent producing and testing high quality ads.”
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