About Richard Howell’s letter (MW November 24), the problem with presenting your own opinion as fact is that your opinion can blind you to facts that already exist.
Richard is perfectly entitled to highlight his feeling that third-party online advertisements have no impact on his awareness of products or services. However, if you talk to a well respected research organisation such as Dynamic Logic, this is not the case. It has carried out numerous cross media surveys (Dove and McDonald’s to name two) that show online advertising can significantly boost recall of a multi-media campaign. This is important as few online campaigns exist in isolation.
Some TV campaigns fail to get their message across, so do some press campaigns but we would not suggest the 30-second spot or full-page ad is worthless. To suggest the same for online is an opinion I can’t share.