New Media & New Markets
Analysis #4

One of the big concerns about online advertising and marketing is the issue of branding:  do the new technologies facilitate branding?  are they are good at helping in branding efforts as are traditional media?  Schlosser & Kanfer pointed out that the lack of clear information about branding efficacy is one of the biggest concerns for many advertisers who are wary of pouring money into a potential market sink.

Three studies released in July 2001 by the Interactive Advertising Bureau, MSN, and DoubleClick found that branding via online, interactive advertising is effective.  The three studies were commissioned at roughly the same time, and the results of the three agreed (the IAB & DoubleClick studies were performed by the same group).  Please note the following links:
 

General overview of projects
Press release of studies

Executive summaries:

Full white paper (pdf)

"Measuring Success" -- explanation for the masses
 
 

Please explore the three studies, evaluating the claimed results of each, to address the following:
 
  1. Explain the process of online branding, how it happens, what tools are being used to facilitate branding, and the differences (if any) between traditional branding and online branding efforts.
  2. Is online advertising as effective at branding as its traditional media counterparts?  Why or why not?
  3. What factors tend to facilitate branding in an online setting?  What factors limit or detract from branding efforts?
  4. Given a brand new product from a brand new company:  which is more effective for branding - traditional or online brand-oriented advertising?  What criteria would a company use in determining where to spend its money on its branding efforts?
Please use source citations as appropriate, and be sure to thoroughly defend your claims in this paper.  Please do not exceed five pages (yes, Ann, I'll remember I said 5 this time).

This paper is due two weeks from tonight, Monday Dec. 3.

Rough drafts read free of charge.