HOW MUCH MORE EFFECTIVE IS INTERACTIVE COMMUNICATION?
Professor E.L. Roberto, PhD, Coca-Cola Foundation Professor of International Marketing reviewed the £5 million of independent research conducted on behalf of Interactive "Events" and provided this summary as to the techniques cost efficiency:
"The "Event" participating advertisements generated recall scores that are more than 50% productive than normal advertising.
The effect on purchase intention is just as impressive if not much more.
All these productivity increments are attainable at a reasonably inexpensive budget. One Shopper’s Voice Client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its Interactive budget of $0.5 million.
This 1:10 ratio has been obtained in Shopper’s Voice experience in other countries."
Source: AGB: Gallup: Martyn Research: Bourke: NOP. City Insights & more.