New study: Net advantages; Online ads boost brand awareness for Colgate, K-C.(Interactive)

Advertising Age, February, 2003

Byline: TOBI ELKIN

Skeptical consumer package-goods marketers take note: Rivals are beginning to reallocate media dollars into digital media and marketing. Such shifts are resulting in substantial increases in brand awareness that can give marketers a competitive advantage, according to the results of a study released today by the Internet Advertising Bureau.

Kimberly-Clark Corp.'s Kleenex SoftPack and Colgate-Palmolive Cos.' Colgate Total Toothpaste brands are the latest marketers to participate in cross-media optimization studies led by the IAB and Marketing Evolution, a research consultancy, and co-funded by the marketers and IAB member publishers. The studies found that online should be about 10% to 15% of the overall media mix in low-involvement...

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