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This White Paper gives full details of the findings of the EIAA Cross Media Research Study
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This study conclusively demonstrates that online marketing works as a means of building brands and increasing purchase intent. It also reveals online advertising has a significant impact on FMCG brands, a sector not traditionally seen as a widespread adopter of online marketing. This presentation takes you through the key findings
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This is a test article.
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The Volvo S40's launch was initially promoted exclusively online for 2 weeks. This provided an opportunity to study the efffectiveness of online advertising, and showed how the Internet significantly contributed to brand awareness
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Blockbuster had a high brand awareness, but used internet advertising to target adhoc users to increase customer loyalty and traffic to their website. In conjunction with this MSN messenger was used to keep updated on Blockbuster news.
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Expanding client base and sales using online advertising.
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Nivea embarked on a large multimedia campaign with the internet being one of the preferred medium. The aim of the campaign was to communiate the knowledge of the brand with information regarding the beauty products, and raise brand awareness for women aged 20-40, and older men.
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Travelprice used the internet to improve branding, boost traffic, generate sales leads and increase turnover.
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An example of brandmark internet advertising for Easy Jet
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An example of brandmark advertising to promote First Direct.
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Philips used online brandmark advertising to raise awareness of their sense and simplicity campaign
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Sony used this campaign to promote the latest Sony Mini disc and CD Walkman products amongst a core audience of 24-45 year olds with a strong interest in listening to music, particularly whilst online.
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Nissan aspired to increase awareness of the new Nissan Micra and to measure the effectiveness of online advertising.
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Nissan used online advertising as part of their branding campaign for the Nissan 350Z
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Virgin Trains wanted to raise awareness of their service and used an online campaign which was then extended by running a simple eye catching creative in other relevant areas of the site.
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Psychedelic expanding rectangle ads and a cheeky music lover add up to a tuneful internet marketing solution for China Mobile.
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Animated building blocks showcase the versatility of free advertising in the launch campaign for a French website
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Attention-grabbing ads on Norway’s MSN Homepage capture the sensual side of Mazda’s new M2 vehicle.
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Innovative campaign used to promote the Nike+
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Internet advertising was used in conjunction with the launch of the Toyota Tundra
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An example of Yahoo's online advertising promoting their brand
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The campaign ran for a six-week period and incorporated a variety of branding and direct response advertising placements, image & text links and advertorials taking users through to an engaging and
informative P&O Cruises hub page hosted by AOL or direct to the P&O Cruises sales website as appropriate.
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Home Insurance launched an online advertising campaign with the aim of raising awareness of its Home Insurance and specifically promoting a “50% off” offering.
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Used in the promotion on Purina Pro Plan.
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This campaign was a competion to promote Orange Instant Messaging SMS and the campaign proved to be highly interactive.
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Sony ran this campaign to raise the profile of the Walkman
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As an independent fashion label, Inscene wanted to target 18-25 year olds and used the internet in conjunction with other media to promote their label
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Mercedes Benz used online advertising as part of an integrated campaign to launch the Mercedes A class. The main objective of the campaign was to make people aware of the car and to encourage potential customers to test drive the new model.
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Nokia used internet advertising to promote the launch of the Nokia N-GAGE
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By using online advertising, Renault was able to raise awareness of the new Fiat Punto through banner advertising, linking to further information about the car
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This presentation outlines the findings of the EIAA Cross Media Research Study
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Unilever promoted Dove Hair Conditioner using a phased campaign. This media strategy made it possible to study the impact of the campaign on the brand by each individual medium
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Following the launch of the highly successful X-Men film, Fox Espańa turned to online advertising to drive awareness of the sequel X-Men 2, amongst a technologically enabled, communications savvy 13-35 year old audience.
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Virgin Atlantic launched a '5 day seat sale' aimed at maximising sales over this period. They used internet advertising to generate a high level of customer awareness around the airline and the cities it flew to
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Columbia Tristar opted to use internet advertising to target a specific audience in advance of the release of Bad Boys 2. Internet offered controlled access to it's target audience with measurable results
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The 'Conimex Workmail' campaign consits of 5 different messages placed in 7 different spots on the MSN Network during December 2003
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In 2004 Egg began a nine-month campaign which saw them embark on wide range of activity, from product launches and existing product promotion to building brand awareness.
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Explanation of the metholodogical approach to the study
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Sony Ericsson used internet advertising to promote their new mobile phone the K700i.
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An example of brandmark internet advertising being used by British Airways to promote the prices of their flights
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An example of brandmark internet advertising to launch the new Honda FR-V
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This campaign was targeted at 15-19 year olds who listen to music online
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An example of how Volkswagen are using online advertising to raise awareness of the new Golf TDI 90.
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Online brandmark advertising was used by Costa Crocere to promote their services.
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Vodaphone used a online streamline video to promote the launch of the Sony Ericsson mobile phone
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This promotion was designed to raise awareness of a new fragrance for men B*Men following its launch
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An example of how American Express targeted the shopping audience by internet advertising
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SEAT is a young brand with a history of attitude that has its sights fixed on the top. SEAT wanted to undertake an advertising campaign to raise brand awareness, enhance the brand perception and increase test drives and consideration to purchase
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Cross Media Research Study 2003 - towards the Holy Grail
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The Dairy Council used online advertising for the first time as part of a cross-media campaign to raise awareness of milk's health benefits
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A month long internet campaign to raise awareness among 18-24 year olds was run prior to the launch of 'Shrek 2'
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Brandmark Internet Advertising was used to promote a special pre -christmas tariff by Alitalia
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LG Mobile Phones used online advertising to promote their new product
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This exclusive online initiative formed part of Nike's broader integrated media campaign designed to communicate Nike's overall football positioning, while showcasing Nike products
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BMW used internet advertising to raise awareness of the new BMW Z4
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Another example from Coca Cola on internet advertising
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Samsung used brandmark internet advertising to promote the launch of the stylish Samsung C100
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Egg Money launched successfully using online as the initial medium. The campaign on MSN created a big splash from a standing start and allowed customers to engage with the creative vehicle, our guinea pigs. It had a positive impact on awareness of the brand and shifted message association by 67%.”
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New research from the EIAA reveals that digital media is fast becoming the medium of choice for sports fans and pushing the boundaries of media convergence across TV, internet and mobile.
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The first ever ‘Digital Families’ Report, the latest in the EIAA Mediascope Europe series, reveals interesting insights into the digital lifestyles of Europe’s online families. The research shows that almost three-quarters (73%) of people living with children are logging on to the internet each week, compared with only half (52%) of those without.
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As part of the advertising mix, this promotes for the forthcoming Harry Potter - The Order of the Phoenix
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The Gillette Mach3 Turbo used brandmark advertising to promote their new product to customers
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An example of brandmark internet advertising to launch the new Mini
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Evian used internet advertising for the first time to raise brand awareness. Evian positioned themselves as 'The New Year detox solution' for the campaign which ran in January 2004
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Altanet used Internet Advertising to raise brean awareness.
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Internet advertising was used to promote the release of the film, 'Pirates of the Caribbean'. The rallying point of the campaign was as a base site where the users could watch a trailer for the movie and take part in a competition.
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Nissan used internet advertising to promote the new Nissan Xtrail
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Brandmark internet advertising was used to promote Loto.
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Tommy Hilfiger used online advertising to promote Hilfiger Demin.
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Research from the EIAA highlights that 40% of all European online shoppers have changed their mind about which brand to buy following research on the web. A massive 80% of European internet users have bought a product or service online, up 3% since 2006 and double the 2004 figure.
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Initial findings from the fifth Mediascope Europe Study provide a unique insight into the evolution of TV, Internet, Radio, Newspaper and Magazine consumption across Europe, and the role the Internet plays in people’s lives. Results show that 169 million people are now online across 10 European markets.
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Pepsi used internet advertising to promote the launch of Pepsi Twist
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Brandmark advertising was used for the promotion of the launch of 'The Grinch' on video and DVD.
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Fiat used online brandmark advertising for the launch of the new Fiat Stilo
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Xbox used a brandmark advert to increase it's audience at launch
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Madza used internet advertising to promote the Madza Prova MPV
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Eagle Picture used Internet Advertising to promote the release of Lara Croft: Tomb Raider.
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Wanadoo was approached by MediaCom to create a long-term partnership with Maltesers as part of their cross-media campaign. They wanted to reach Internet users in an environment relevant to the Maltesers brand and its core product values and associations. The key to success was integrating the brand in the right online environments, reflecting the offline activity and relevant product messages
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Mediascope Europe 2007 was launched at the Soho Hotel on Friday 9th November.
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The Silver Surfers Report from the EIAA reveals that broadband adoption amongst internet users aged 55 and over is growing at a faster rate than the average European internet user (26% year on year growth compared to 14%). This increase in broadband penetration is leading to major changes in the way this older generation are communicating and spending their leisure time.
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Twix ran an online campaign using a variety of ad formats to raise the awareness of the 'Twix Talent Room'
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Benchmark advertising was used to promote 'Daredevil Day'
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Another example of online advertising for Columbia Tristar's 'Spiderman'.
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European Wireless User results reveal that 37% of European wireless users regularly visit social networking sites, a third create and share their own content and 33% of wireless users contribute reviews and ratings to websites, illustrating the high level of online engagement of those who regularly access the internet on the move via a PDA or laptop in a wi-fi location.
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A new product, Dove Shampoo, was launched using the internet and other tradditonal media. The product was targeted at women aged 20-40, and results proved increased awareness due to the internet campaign
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The challenge of this campaign was to build brand value for the refreshing new taste of Coca Cola Light
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Marketing to mums is a complex task due to the multi-faceted nature of their lives. Here are some hints we have developed that might aid marketers to navigate their way from strategy to delivery of campaigns.
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Universal Studios used online advertising to promote the release of 'King Kong' at the cinema.
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European Wireless User results reveal that 37% of European wireless users regularly visit social networking sites, a third create and share their own content and 33% of wireless users contribute reviews and ratings to websites, illustrating the high level of online engagement of those who regularly access the internet on the move via a PDA or laptop in a wi-fi location.
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The Mediascope Europe pan-European results profile the main findings from the Mediascope Europe 2006 study. The research shows that European weekly internet usage has grown 10% since 2005 and the amount of time Europeans spend online has also increased.
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This presentation profiles the E-commerce findings from the Mediascope Europe Study 2005 for the UK. EIAA research shows that the UK is Europe’s biggest market for eBuyers.
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This report profiles the findings from the Mediascope Europe Study 2005. It shows how Europeans allocate their time across the media in Europe and how consumers use the internet.
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This presentation profiles the Mediascope Europe 2005 findings for the UK.
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The full report from the EIAA Media Consumption Study
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This presentation highlights the results of the EIAA Media Consumption Study
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UK results from the EIAA's media consumption study
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To promote the launch of Britney Spear's fragrance 'Curious' in Australia Elizabeth Arden used online advertising to reach their target audience. The beauty specialist set a bold goal: to have the largest fragrance launch in Australian history.
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