MediaPost Publications - Madison Ave: Web Ads Perform Better For Direct Response Than Branding - 11/15/2006: "'Online advertising provides nearly instantaneous metrics, which has led most of us to view online as a direct response medium,' one agency told researchers. 'We know that online ads also have solid brand building power, but this is often overshadowed by TV and other media that promote brand building power because they can't claim more measurable results.'"

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