What Media Builds Brands?: The ANA fielded a survey as part of the Brand Innovation Forum in April'07, "What Media Builds Brands?". The result of input from 300 client side marketers is published in a blog on the Marketing Maestros Blog with the same name today...
No surprise - and panelists from Wells Fargo and Pepsi agreed - TV is considered the most effective.
Surprise - Banner ads are considered the third most effective medium.
Most surprising - Pop Up Ads. I would think these contribute to brand deterioration not equity.
Other channels were mentioned but didn't make the Top Ten - they include webcasts, direct mail and database marketing, sponsorships, SEO, public relations and blogs.
