May 18, 2007

What Media Builds Brands?

By Will Waugh

I am still culling through the enormous amount of data we got for a our Brand Deterioration survey released at our Brand Innovation Forum. There is a variety of valuable information, but something I found interesting was this question - What Media Builds Brands? Over 300 client side marketers gave their perspective.

No surprise - and panelists from Wells Fargo and Pepsi agreed - TV is considered the most effective.

Surprise - Banner ads are considered the third most effective medium.

Most surprising - Pop Up Ads. I would think these contribute to brand deterioration not equity.

Other channels were mentioned but didn't make the Top Ten - they include webcasts, direct mail and database marketing, sponsorships, SEO, public relations and blogs (go blogs!).

Chart

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May 18, 2007 9:23:22 AM | At the ANA, Brand Building, Communications, Innovation, Media, Technology's Impact, Web/Tech

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