A recent study by Synaptic Digital and WPP's Kantar Video measured the influence of various forms of media (earned, paid, which refers to advertorial-type spots generally run on news programs, and “branding,” which refers to commercials). The survey was conducted using assets supplied by a major carmaker. It suggests using all three media causes a multiplier effect. More than 1,800 men and women took part. These results look at five different awareness measures and the impact various forms of media have, both on their own and in combination.
Source: “Telling a story that scales” study by Synaptic Digital and Kantar Video. The survey was released in late June 2011.
Note: “Control” refers to instances where participants were exposed to no brand messaging.