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NEW YORK Automotive ad campaigns appearing on business, news and sports Web sites have far less effect on purchase intent than those on car sites, according to new research.
Dynamic Logic, a New York research firm that gauges the brand effectiveness of online campaigns, found that Web sites of all stripes provided similar lift in aiding brand awareness, with auto sites only slightly outperforming business, news and sports sites.
When it comes to moving purchase intent, however, Dynamic Logic found ads on auto sites were twice as effective compared to business sites and news venues, and eight times more effective than sports sites.
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