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Industry: Email Alert RSS FeedIAB study: Web ads convey Nexium attributes.(News)
Advertising Age, September, 2003
Byline: TOBI ELKIN
AstraZeneca could drive more heartburn and acid-reflux sufferers to their doctor for the little Purple Pill if it maintains an online media presence in its marketing mix throughout the length of a campaign, according to the latest cross-media analysis study from the Interactive Advertising Bureau.
The analysis found AstraZeneca, which allocates just 4% of its total media budget to digital marketing, could deepen consumers' association with Nexium's brand attributes and increase queries to doctors if online media was increased to at least 10% of the media mix from the outset.
The research, conducted for the IAB by Marketing Evolution, is the latest in a series of cross-media-optimization studies that try to demonstrate how...
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