New experiments exploring the impact of marketing online in conjunction with direct mail confirm that multi-platform strategies generate synergies that are likely to affect consumer responses in various stages of the search-purchase funnel.
Roadblock advertising is an expensive, but often necessary tactic for maximizing attention in a fragmented media landscape. An advertiser limits or blocks access to competing ads for a period. Is it worth the high cost? A three-part study compares its effectiveness with typical cluttered advertising and addresses various effects using different formats and commercial break conditions.
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Short ads of six to seven seconds or less on television can provide an efficient option compared with longer, more expensive commercials. But there are limits to what they can deliver, particularly in a cluttered environment. This study offers guidance on how, when and where to use short ads.
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