Archive Links

Consumer Archive
CU System Archive
Market Archive
Products Archive
Washington Archive

News Now

CU System
Study Bad online ad campaign worse than no campaign
MADISON, Wis. (11/2/09)--Poorly conducted online advertising campaigns not only fail to get the message across, they could negatively impact the brand of a company, such as a credit union, according to research by Dynamic Logic, a marketing research company. The bottom 20% of online ad campaigns negatively impacted opinions of Internet users exposed to the ads, the company said (The e-Marketer Daily Oct. 29). Also, “purchase intent” was reduced the most--among the five factors measured--by a bad campaign by 4.1 percentage points. Other factors measured included: “aided brand awareness,” “online ad awareness,” “message association,” and “brand favorability.” Conversely, top-performing ad campaigns heightened online awareness, message association, and brand awareness by more than eight percentage points each, the company said. “When it comes to digital advertising, a lot of time is spent choosing websites, ad sizes, formats, targeting and other factors,” said Ken Mallon, Dynamic Logic’s senior vice president of custom solutions. “However, not enough time is spent producing and testing high quality ads.”
Other Resources

RSS print
News Now LiveWire
Expanded ATM services at branches attractive to members: @CFIGroup. See #NewsNow Friday
8 hours ago
#FinCEN imposes civil money penalty against NJ's BPI money services co. for #BSA violations http://t.co/WnDzOcxdOZ
10 hours ago
.@ABCULCUs give hat tip to America's #100MM #creditunion milestone http://t.co/q8yo6Lx3LM
11 hours ago
The @CFPB has announced new Credit Union Advisory Council members, as well as other senior leaders, advisory board and council members.
12 hours ago
GDP expanded 4.2% on an annualized basis in 2Q according to Bureau of Economic Analysis
12 hours ago