CRM Buyer Talkback

Re: Does Online Advertising Enhance Offline Sales?
Posted by: Kelly Shermach 2005-04-05 07:35:37

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In the economic clouds of recent years, marketers discovered a silver lining in multichannel marketing. Numerous reports and case studies showed that online marketing of big-ticket items such as automobiles improved offline purchases. In recent research, MSN and research partners the Advertising Research Foundation and the Internet Advertising Bureau sought to quantify the return on online marketing investments not for expensive items but for consumer packaged goods (CPGs), items such as food and cleaning products.

Re: Does Online Advertising Enhance Offline Sales?
Posted by: kathy_4 2005-04-05 07:41:45 In reply to: Kelly Shermach

It would be interesting to see how many people are "annoyed" or "disgusted" by advertising in other media. The use of those words betrays a bias. That consumers don't like advertising wherever it appears is not news. Nor is the now rapid deterioriation of the TV ad market. More critically is given these facts how do marketers engage with consumers today and in the future.- here interactivity is an opportunity not a problem to be solved. And the best place to discover how to use it to build brands and sell products is the Internet.
Kathy L. Sharpe
CEO
Sharpe Partners