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The Microsoft Network has released, exclusively to IQ, the results of proprietary research on the brand impact of online advertising. The unsurprising verdict: It helps.
Among other things, the study found that online advertising increased brand awareness by as much as 300 percent. Ad recall increased for nearly all campaigns, in some cases, “significantly.”
Although unaided brand recall was higher for established brands, an interesting finding was that impact on purchase intent tended to be higher for new brands.
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