One of the most amazing things (about this study) is where television and Web advertising came into play. The television advertisement or Web advertisement is still valuable based on the results of this analysis with the younger demographics. However, they are not nearly as powerful as the trailer or a friend's recommendation.

If we were to do classic advertising on television, you're getting your name out there, but it lacks that emotional connection of getting our distributors involved with us.

Many retailers use their television advertising to entertain consumers as a way of engaging them but it doesn't appear that it is translating into influence to shop as far as shoppers are concerned. Based on the consumer's choice of media of influence, it seems that consumers want information and direction. Engaging commercials on TV appear not to have impact on the cognitive domain called purchasing.

Yahoo! is embarking on a major transformation. The company must now prove that online advertising is cost effective and integral to the marketing mix of traditional advertisers.

As the FTC noted in its recent review of 2002 advertising, illegal underage drinking continued to decline in spite of the increase in alcohol advertising that accompanied the introduction of several new brands that year.

The company must now prove that online advertising is cost effective and integral to the marketing mix of traditional advertisers. There is an expectation that after six to nine months of calling on traditional advertisers, dollars will come pouring in. Our research suggests that turning 'toe-dipping' budgets into real dollars may take over two years.