Internet publisher HotWired Inc. and advertising effectiveness research firm Millward Brown International worked on a joint on-line project to determine Internet advertising effectiveness. The project focused primarily on the effectiveness of banner ads as effective commercial communication. Millward Brown's BrandDynamics System was used as a system for defining and measuring the impact of one banner exposure. Web banner advertising proved to be effective even without click-through. System scores suggested that such advertising may even perform better than traditional television or print media in generating brand awareness. The relative uniqueness of the Web compared to other advertising mediums also conditioned its impact on consumer behavior.
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