Archives for February 10, 2011

Hidden Impact of Display Advertising: Starwood Hotels

[**Disclosure: Sasha H. Muradali is employed by a WPP-owned company.**]

A recent 2010 study by Dynamic Logic (part of WPP) explored the impact of display advertising on brand perceptions and search intent for Starwood Hotels and Resorts Worldwide, Inc.  properties in Hong Kong, China, Japan, Singapore and Australia.

The in-depth study found that display adverts have different impacts on target audiences during the different phases of the brand-consumer relationship.

More importantly, the study brought out information, that while applicable to the Asia-Pacific region, should be highly considered in western markets as well.

It showed that messaging tactics should be [Read more…]