Millward Brown papers: Digital and online

 

Among the significant and distinct attributes of online advertising is its ability to deliver relevant messages to specific targets. However, the range of available online targeting options is vast an ...

Web sites can be a valuable part of a brand’s marketing plan. You can add considerably to a site’s effectiveness if you consider not just the quality of content, but also aspects of site design such a ...

Social networking sites such as Facebook and MySpace have empowered people on an unprecedented scale to build and maintain connections with others. These sites allow users to share personal news, inte ...

Spurred on by the realization that no advertising can match the impact of an unsolicited testimonial, marketers around the world are seeking ways to leverage the power of word of mouth. But if they go ...

As it has matured, we have learned that online advertising can improve awareness and brand perceptions. For a medium where frequency levels can be capped, it is worth noting that the first exposure is ...

To many online marketers, search seems like the ultimate direct response medium. It allows them to reach people who are actively shopping for a product or service, and marketers rightly believe that i ...

It’s hard to resist an offer to get something for nothing, even if our better judgment suggests “you get what you pay for.” Could it be the irresistible appeal of a free lunch, combined with envy at t ...

The sellers of online video advertising are singing its praises and extolling its virtues, promising a more engaged audience for online video compared to a relatively passive one for TV. But have we a ...

Online advertising has been with us for 12 years now. As the medium has evolved over time, people have tried to define it as one big idea — from Web sites, communities, display ads, and email, to sear ...