On the heels of the building brands study by Dynamic Logic, the company provided some tips for marketers and advertisers to follow to ensure the strongest on-line “punch."

• Use the Internet to quickly raise awareness: Companies should consider the Internet as a launch vehicle for new products and can quickly raise awareness through large reach buys.
• Build on-line associations: Existing brands with already high awareness should exploit the on-line ability to build association with the brand and a specific message — perhaps taking advantage of cheaper, smaller ad units that can only fit the logo and tagline.
• Use Rich Media focus: Established brands should use rich media to focus on the harder to move persuasion metrics, pushing the brand further down in the advertising funnel.
• Factor for frequency: While higher exposure levels can have a strong impact on consumers, capping the ad frequency can further stretch your on-line media dollar while still performing effectively.