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This is a test article.
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This White Paper gives full details of the findings of the EIAA Cross Media Research Study
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This study conclusively demonstrates that online marketing works as a means of building brands and increasing purchase intent. It also reveals online advertising has a significant impact on FMCG brands, a sector not traditionally seen as a widespread adopter of online marketing. This presentation takes you through the key findings
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Expanding client base and sales using online advertising.
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An example of brandmark advertising to promote First Direct.
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Philips used online brandmark advertising to raise awareness of their sense and simplicity campaign
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Sony used this campaign to promote the latest Sony Mini disc and CD Walkman products amongst a core audience of 24-45 year olds with a strong interest in listening to music, particularly whilst online.
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Psychedelic expanding rectangle ads and a cheeky music lover add up to a tuneful internet marketing solution for China Mobile.
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Animated building blocks showcase the versatility of free advertising in the launch campaign for a French website
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Attention-grabbing ads on Norway’s MSN Homepage capture the sensual side of Mazda’s new M2 vehicle.
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Innovative campaign used to promote the Nike+
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Internet advertising was used in conjunction with the launch of the Toyota Tundra
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An example of Yahoo's online advertising promoting their brand
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The campaign ran for a six-week period and incorporated a variety of branding and direct response advertising placements, image & text links and advertorials taking users through to an engaging and
informative P&O Cruises hub page hosted by AOL or direct to the P&O Cruises sales website as appropriate.
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The stirring tale of a literary-themed auto campaign and the groundbreaking ad format bringing it the attention it deserved
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In launching NIVEA Silver Protect deodorant, the NIVEA brand needed a muscular strategy that could engage men aged 25-44 with NIVEA Silver Protect’s unique antibacterial formula
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Extending the popular Coca-Cola Happiness Factory campaign to social media proved a winning approach for Coca-Cola, as it sought to build ‘brand love’ amongst younger audiences
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Skins, E4’s flagship show, was looking to build loyalty amongst its teen audience as it introduced a new cast for its third series
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Steering ads directly to those actively engaged in researching auto purchases ensured a high performance launch for Vauxhall’s new Insignia.
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Cheeky online creative delivered the perfect landing for Norwegian’s message of slimmed down air fares.
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Home Insurance launched an online advertising campaign with the aim of raising awareness of its Home Insurance and specifically promoting a “50% off” offering.
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Used in the promotion on Purina Pro Plan.
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This campaign was a competion to promote Orange Instant Messaging SMS and the campaign proved to be highly interactive.
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Sony ran this campaign to raise the profile of the Walkman
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Unilever promoted Dove Hair Conditioner using a phased campaign. This media strategy made it possible to study the impact of the campaign on the brand by each individual medium
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By using online advertising, ~Fiat was able to raise awareness of the new Fiat Punto through banner advertising, linking to further information about the car
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This presentation outlines the findings of the EIAA Cross Media Research Study
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In 2004 Egg began a nine-month campaign which saw them embark on wide range of activity, from product launches and existing product promotion to building brand awareness.
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Explanation of the metholodogical approach to the study
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The 'Conimex Workmail' campaign consits of 5 different messages placed in 7 different spots on the MSN Network during December 2003
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An example of brandmark internet advertising being used by British Airways to promote the prices of their flights
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This campaign was targeted at 15-19 year olds who listen to music online
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AdLINK Media, the display marketing specialist within AdLINK Group, successfully showcased the new Peugeot 308 in an innovative online video campaign on the ViaMichelin websites across Europe. According to an Ipsos survey, the independent display marketing leader throughout Europe really hit home with European internet users.
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Inviting potential fashion journalists to audition online helped Ford to become Denmark’s next top auto model.
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An innovative, mouse-over ad, allowing users to check flight availability and start the booking process, gave All Nippon Airways (ANA) lift-off in online conversions.
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Tantalising potential Japanese visitors with a whirlwind tour of Hong Kong’s dating hotspots proved an irresistible strategy.
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Digital media turned in a star-making performance for Fox’s launch of The Day the Earth Stood Still with online advertising proving 49 per cent more efficient than TV and trailers for this and other films recording more positive reactions online than when viewed in the cinema or on TV.
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An example of how Volkswagen are using online advertising to raise awareness of the new Golf TDI 90.
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The Dairy Council used online advertising for the first time as part of a cross-media campaign to raise awareness of milk's health benefits
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Cross Media Research Study 2003 - towards the Holy Grail
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An example of how American Express targeted the shopping audience by internet advertising
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Blockbuster had a high brand awareness, but used internet advertising to target adhoc users to increase customer loyalty and traffic to their website. In conjunction with this MSN messenger was used to keep updated on Blockbuster news.
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Travelprice used the internet to improve branding, boost traffic, generate sales leads and increase turnover.
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This exclusive online initiative formed part of Nike's broader integrated media campaign designed to communicate Nike's overall football positioning, while showcasing Nike products
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LG Mobile Phones used online advertising to promote their new product
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BMW used internet advertising to raise awareness of the new BMW Z4
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Nissan aspired to increase awareness of the new Nissan Micra and to measure the effectiveness of online advertising.
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Egg Money launched successfully using online as the initial medium. The campaign on MSN created a big splash from a standing start and allowed customers to engage with the creative vehicle, our guinea pigs. It had a positive impact on awareness of the brand and shifted message association by 67%.”
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As part of the advertising mix, this promotes for the forthcoming Harry Potter - The Order of the Phoenix
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Nissan used online advertising as part of their branding campaign for the Nissan 350Z
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Virgin Trains wanted to raise awareness of their service and used an online campaign which was then extended by running a simple eye catching creative in other relevant areas of the site.
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Altanet used Internet Advertising to raise brean awareness.
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Evian used internet advertising for the first time to raise brand awareness. Evian positioned themselves as 'The New Year detox solution' for the campaign which ran in January 2004
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Columbia Tristar opted to use internet advertising to target a specific audience in advance of the release of Bad Boys 2. Internet offered controlled access to it's target audience with measurable results
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Brandmark internet advertising was used to promote Loto.
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Virgin Atlantic launched a '5 day seat sale' aimed at maximising sales over this period. They used internet advertising to generate a high level of customer awareness around the airline and the cities it flew to
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Mercedes Benz used online advertising as part of an integrated campaign to launch the Mercedes A class. The main objective of the campaign was to make people aware of the car and to encourage potential customers to test drive the new model.
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SEAT is a young brand with a history of attitude that has its sights fixed on the top. SEAT wanted to undertake an advertising campaign to raise brand awareness, enhance the brand perception and increase test drives and consideration to purchase
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Brandmark Internet Advertising was used to promote a special pre -christmas tariff by Alitalia
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A month long internet campaign to raise awareness among 18-24 year olds was run prior to the launch of 'Shrek 2'
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Eagle Picture used Internet Advertising to promote the release of Lara Croft: Tomb Raider.
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Wanadoo was approached by MediaCom to create a long-term partnership with Maltesers as part of their cross-media campaign. They wanted to reach Internet users in an environment relevant to the Maltesers brand and its core product values and associations. The key to success was integrating the brand in the right online environments, reflecting the offline activity and relevant product messages
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The Media Multi-tasking Report from the EIAA shows an increasing shift towards media convergence with TV and internet media multi-tasking growing rapidly, +38% since 2006 and almost a quarter (22%) of all Europeans now using TV and internet simultaneously.
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Laura Chaibi, Head of APG Research and Consumer Insights, Yahoo! Europe presented key findings from the EIAA Mediascope Europe 2008 research at our Brands Across Borders event. where the 2008 results were released.
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Benchmark advertising was used to promote 'Daredevil Day'
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This year's Mediascope Europe research shows that Europeans are deepening their experience of the internet by not only increasingly using it for leisure pursuits but to actively enhance and manage their daily lifestyles.
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New research from the EIAA reveals that digital media is fast becoming the medium of choice for sports fans and pushing the boundaries of media convergence across TV, internet and mobile.
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The ‘Sport and the Shift to Interactive Media’ Report, the latest in the EIAA Mediascope Europe series, shows just how much sport affects media consumption. Over a third (36%) of all European internet users currently visit sports websites and these sports site users spend over 13 hours online each week, 10% more time than the average European and an increase of 27% since 2004.
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The first ever ‘Digital Families’ Report, the latest in the EIAA Mediascope Europe series, reveals interesting insights into the digital lifestyles of Europe’s online families. The research shows that almost three-quarters (73%) of people living with children are logging on to the internet each week, compared with only half (52%) of those without.
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The EIAA Digital Families 2008 report forms part of the ongoing Mediascope Europe Study. Now in its fifth year, Mediascope Europe is one of the most comprehensive pieces of research available looking at how people consume media and how they use the internet for content, communication and commerce.
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Research from the EIAA highlights that 40% of all European online shoppers have changed their mind about which brand to buy following research on the web. A massive 80% of European internet users have bought a product or service online, up 3% since 2006 and double the 2004 figure.
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The EIAA Onine Shopper report gives a detailed analysis of European shoppers and the influence of the Internet.
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Initial findings from the fifth Mediascope Europe Study provide a unique insight into the evolution of TV, Internet, Radio, Newspaper and Magazine consumption across Europe, and the role the Internet plays in people’s lives. Results show that 169 million people are now online across 10 European markets.
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Mediascope Europe 2007 was launched at the Soho Hotel on Friday 9th November.
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The Silver Surfers Report from the EIAA reveals that broadband adoption amongst internet users aged 55 and over is growing at a faster rate than the average European internet user (26% year on year growth compared to 14%). This increase in broadband penetration is leading to major changes in the way this older generation are communicating and spending their leisure time.
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European Wireless User results reveal that 37% of European wireless users regularly visit social networking sites, a third create and share their own content and 33% of wireless users contribute reviews and ratings to websites, illustrating the high level of online engagement of those who regularly access the internet on the move via a PDA or laptop in a wi-fi location.
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Marketing to mums is a complex task due to the multi-faceted nature of their lives. Here are some hints we have developed that might aid marketers to navigate their way from strategy to delivery of campaigns.
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European Wireless User results reveal that 37% of European wireless users regularly visit social networking sites, a third create and share their own content and 33% of wireless users contribute reviews and ratings to websites, illustrating the high level of online engagement of those who regularly access the internet on the move via a PDA or laptop in a wi-fi location.
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The Mediascope Europe pan-European results profile the main findings from the Mediascope Europe 2006 study. The research shows that European weekly internet usage has grown 10% since 2005 and the amount of time Europeans spend online has also increased.
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This presentation profiles the E-commerce findings from the Mediascope Europe Study 2005 for the UK. EIAA research shows that the UK is Europe’s biggest market for eBuyers.
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This report profiles the findings from the Mediascope Europe Study 2005. It shows how Europeans allocate their time across the media in Europe and how consumers use the internet.
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This presentation profiles the Mediascope Europe 2005 findings for the UK.
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The full report from the EIAA Media Consumption Study
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This presentation highlights the results of the EIAA Media Consumption Study
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UK results from the EIAA's media consumption study
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