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NEW YORK Larger online ads perform better in communicating brand attributes, according to a recent study commissioned by the Interactive Advertising Bureau.
The Cross Media Optimization Study, conducted by Rex Briggs of Marketing Evolution, looked at the ad campaign for the launch of McDonald’s Grilled Chicken Flatbread Sandwich to determine the impact of individual ad sizes. It also examined the incremental effect of each format in conjunction with and over TV advertising in influencing the fast-food marketer’s branding goals.
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