NEW YORK -- Online advertising can increase off-line sales by about 6.6% for major consumer packaged goods, according to a study by Information Resources Inc. and DoubleClick.
s was incremental to the base levels achieved through TV, radio and print advertising. The sales lift ranged from flat for two brands to 22.5% for a brand with a new line extension.
The study analyzed eight brands from five leading manufacturers. Beauty care, personal care, beverages, frozen foods, confectionery products and culinary products were represented.
