(Length: 6 pages)

Executive Summary (This is a document excerpt)

Unilever's Dove launch campaign in the Netherlands showed that online advertising not only has a positive effect on key metrics like brand awareness and purchase intent, but that it creates synergy with traditional media and deserves a double-digit percentage of the media budget. Other marketers will follow Unilever's lead in integrated media planning, consistent execution, and close collaboration.

Buy Risk-Free

Download and print PDF immediately. Price: US $379

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.