of Americans between the ages of 12-24
would give up television before their Internet connection.
40%
of Americans between the ages of 12-24
accounted for 40% of frequent moviegoers in 2001.
Online vs. Television
and Print
A cost vs. performance evaluation reveals surprising results that
online advertising is:
44%
more effective than television in raising
brand awareness.
86%
more effective in generating brand
recall than television,
44% more than magazines.
77%
more effective in generating brand interest than television, 42% more than magazines.
If the web can provide results like that on its
own, imagine what it can do when used with other means of marketing.
A great migration
is underway. A good percentage of the people that distributors want
to reach have been quietly crossing over to the web. Not only has
the web become a part of these people's lives, but 47% percent of
12 to 24 year olds polled claim that they would sooner give up Television
than their Internet connections.
While the web isn't going to replace the importance
of Television in many consumers' minds, a marketing campaign that
addresses both venues can not only provide additional exposure to
both audiences, but the crossover marketing can lead to great retention
of brand.
