6. Advertising dollars are going online where consumers are, and returns are more easily quantified. Key findings include: • Print, while still the largest recipient of ad dollars (40%), will continue to lose share as online share grows to 20%. • Advertisers rate online advertising very effective for branding, contrary to common wisdom that online shines at leads but is weak for branding. • The results are in line with a trend of increased marketing dollars being committed to online activity, and a decrease in spending on traditional media such as print, TV and radio. • The news isn’t so good for traditional marketing channels such as print, television and radio. 44% of executives plan a decrease in newspaper ad spend, 34% plan a decrease in radio ad spend and television ad spend looks set to take a 30% hit. Put another way, these top-tier marketers increased measured internet spending by $1 billion; slashed newspaper spending by $674 million; and cut TV budgets by $406 million.

9. Niche vs Individual Business Research shows consumers want choice and options, not just one brand. Shopping all your options, do you click just one brand, “ Samsung ”, or do you click into Circuit City to compare all TV’s?

10. Niche vs Individual Business Research shows consumers want choice and options, not just one resort. Are you going to buy or click in to see just one water park in Wisconsin or would you click into ResortsandLodges.com to see all water parks?

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