The Dove Nutrium Case Study
MSN, Marketing Evolution, The IAB, The ARF, and Dynamic Logic partnered with Forrester to address the issue of cross-media marketing effectiveness. Analysis proved that Online advertising improves the overall media mix. In addition, Online makes a contribution to multi-channel campaigns. Offline media hit diminishing returns, as fails to deliver to a segment of the consumer population known as “ elusive consumers”. These consumers are reachable through online advertising, thus promoting an increase in product awareness and image association. Online can help boost the overall results by touching the same consumers in another complementary environment.

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The McDonald’s Grilled Chicken Flatbread Sandwich Case Study 2002
Findings include that traditional media underdelivers to a segment of the consumer population who are reachable primarily through Online Advertising. Online advertising promoted an increase in product awareness and image association.

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