Media Methodology

How effective are your advertising and media campaigns? More important, how are you measuring your return on investment (ROI)? When marketing pros speak of “tracking media,” they’re really referring to tracking promotion, which—along with product, price and place—is one of the four P’s of marketing.

Online Advertising: Text Ads Still Work Best

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Despite all the buzz about rich media lately, the simple text ad is still the most effective way to advertise online, according to an October 2008 survey by iPerceptions ( The market research company found that 25% of website visitors are more likely to click on a text-only ad when they visit a website—a preference that beat out every other ad format.

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