"Successful companies engaging in viral marketing
aren't throwing their product at the customer. There is a subtlety
in having the brand live underneath a story."
While television, radio and print still carry the
giant share of release promotion, linking traditional means with online
models of film promotion has been proven to create a more effective
marketing outcome than with traditional advertising methods alone.
Case Study:
A February 2002 study of spot television in concert
with web and being exposed to a single viewing of a television spot
for the U.S. Air Force found:
Consumers that also saw online ads were
30 times more likely to remember the TV spot than if they saw the
TV spot alone.
32% of the web-and-tv group recalled the
ad;
only 23% of those that saw just the television spot were able to recall
it.
