Should Do This Internet banner ads should trigger the senses, the mind, the brain, according to a recent study by BBDO New York. The study delved into the minds of consumers to get their views on various media.
Consumers see the Web as replacing TV as a medium of escape, the report states.
Television is viewed as the place people go to seek entertainment, thus TV is seen as fun. According to the report, the findings suggest there s an opportunity to reinforce a brand s desired image by delivering messages in media with imagery that s consistent with a brand s strategic objective. For example, because TV is seen as a place for entertainment, TV would be an ideal environment for products or services that have the purpose to entertain or are associated with social fun, the report states. When advertising on the Internet, online marketers should be sure that their message plays to consumers desire for mental stimulation and escape, the report adds. The report was designed to assess imagery, user imagery and personal drive imagery for each of the five major medias.