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
NCUA Ch. Matz said the FOM proposal is the result of enforcement actions taken where CUs advertised open FOMs.
42 minutes ago
.@TheNCUA wants to know if there are other categories that should get automatic approval, staff says.
44 minutes ago
Alumni,homeowner assoc,labor unions, electric coops,scouting & church groups,assn. to further culture of nt'l or ethnic group are auto OKed.
46 minutes ago
Corporate separateness also would be required under FOM proposal. Separate physical location from FCU too.
50 minutes ago
An association must be found not to have been found to be formed for the purpose of being added to FOM, @TheNCUA says.
52 minutes ago