The Online Advertising Playbook: Proven Strategies and Tested Tactics from The Advertising Research Foundation

Generate Brand Preference to Stimulate Sales

When marketing strategies have a branding component—such as raising awareness, enhancing knowledge of the brand, or increasing purchase intention, for example—online advertising alone, or in combination with traditional media, can be very effective. In the series of cases to follow, we take you through examples where marketers achieved branding goals using predominately online campaigns, and several that used mass media/new media combinations. In these latter cases, the crucial matter of budget allocation comes into play, which provides us with insights into one of the thorniest questions marketers grapple with today.

Engage the Core Audience: Sony Pictures Entertainment/Columbia Pictures, “The Da Vinci Code Web Quest”

Nearly 60% of moviegoers learn or hear of a new movie three to four weeks before release. That gives friends and family plenty of time to make plans to see a movie, which they do by talking with one another in person, on the phone, by email, or by texting (AOL and Nielsen 2005). This being a social experience, individuals with more knowledge may influence the decision of which movie to see.

Studio film marketers typically advertise across the variety of offline and online media, with online the place to turn usually for more information like showtimes and theaters (Google 2006c). For most Hollywood pictures, industry economics dictate boffo opening weekends, so generating buzz in the few weeks prior to opening is critical. ...