The promotion in Italyof the new Honda Fr-V has started last week and will last for about ten days. As Pubblicit
Online branding “died” a couple of years ago, with the New Economy’s crash, but now is set to come back thanks to rich media and engaging creative ideas. On E-Commerce Times Sarah Lacy talks about brand advertising on the Internet, starting with an analysis of Honda’s recent efforts. To evaluate the success of an online campaign (from a branding perspective) you don’t have to look at clicks, rather concentrate on pre & post campaign surveys, says analyst Gary Stein of Jupiter Research.
With two out of every three car shoppers gathering information online before making a purchase, guess what’s the best place for automakers to advertise? AutoWeek says it’s the Internet (sounds strange, eh? explaining that both Honda and Toyota have decided to run Web only campaigns through MSN’s network. Volvo docet… It is also interesting to notice that not only the advertising industry press talks about the Web and its potentials. Maybe the Internet is eventually becoming a medium mature enough to be seriously considered by a wider public.
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