A comunicação através dos Media tradicionais causam uma melhor impressão e estimulam mais o passa-palavra do que através dos media digitais. As conclusões são retiradas dum estudo da Yankelovich.
"Despite the hype of YouTube and viral marketing, traditional media still make a bigger impact than digital media, though the study found both effective in their own right. When Advertising Works contains hard data on the impact of ads across 16 different platforms of both digital and traditional media. The study examined digital-media platforms such as email messages, search engines, Internet banner ads, social-networking Web sites, video games and video-sharing Web sites. Traditional-media platforms that were studied include billboards, magazines, in-store ads, newspapers, radio and movie theater commercials."
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