Study Finds Print and Online Advertising Are Most Effective
Monday June 1, 2009
The Future of Advertising Project, from the Wharton School and the Advertising Research Foundation (ARF), finds that print and online advertising are the most effective mediums. The study also found that DVRs aren't cutting companies' profits from advertising but TV advertising does lose money for most businesses.
The 21-paper study will be released in the June issue of the ARF's Journal of Advertising. The study's original purpose was to investigate claims that DVRs are killing TV ad sales, which the study found was not true.