MRI Starch Communications, a specialist in print-advertising research, measured a range of actions readers take as a result of seeing ads. Starch viewed thousands of ads, based on what readers saw or read, and considered creative elements, categories, genres and how that contributed to higher traffic to company websites.
Some of the top brands were Acura TSX, BlackBerry, Bose SoundDock Portable, Bowflex exercise equipment, Careerbuilder, Dell Precision Computers, Infiniti G, Orbitz Travel Service, Sephora and Victoria’s Secret Lingerie.
What’s odd of course is that as the companies embrace the web, publishers, such as Condé Nast, say they’re doing just fine without it. *I used to hear that from newspapers as well.
*Corrected from an earlier version.
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