A study to be released on Wednesday finds that advertisements appearing in traditional media like television are still "much more likely" to have made a positive impression with consumers than ads running in digital media.
The study, called "When Advertising Works," was conducted by Yankelovich in association with Sequent Partners. The Center for Media Design at Ball State University in Muncie, Ind., provided assistance.
The study covered 16 types of media. Besides TV, the traditional kinds included billboards, magazines, newspapers, radio and movie theater commercials. The digital kinds included e-mail messages, Internet banner ads, social networking Web sites, video games and video-sharing Web sites like YouTube.
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