Several factors have combined to put pressure on the billions of dollars spent on traditional brand advertising — TV above all — to demonstrate “engagement” (i.e. what’s the ROI of all that money we’re spending?).

So it's more important than ever to find ways to improve the effectiveness of ads: radio, magazine, banner, web, and others.

The advertising objectives for a product will depend upon where the product is in the life-cycle. New product advertising makes the customer aware of the existence of the new product and provides the customer with a reason for buying the product, as well as a sense of urgency. Advertising for an established product is aimed at maintaining the product's market position, and in the many cases, improving employee moral.

So what is the best way to accomplish some or all of these goals? View recent research findings:

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