Selecting relevant research that addresses the variables in the research question(s) of the article.

Using the fiesta Movement in 2009 as an example, the company gave the new Ford Fiesta to 100 customers to drive and talk about it through the social media for six months. This made the company in 2010 to be the first company to skip the auto show and go straight to their fans to reveal all the Ford Explorers on Facebook. The company, as a result, recorded a tremendous increase in sales of its products more than it had been experienced earlier. This article therefore proves the hypothesis that there is a correlation in sales increase (DV) based on the digital advertising (IV). Hence, reject the Ho hypothesis and accept the H1 hypothesis.

The most innovative of the online media buys for this company were the ‘’roadblocks’’-ads that interrupted the homepages of portals AOL, Yahoo and MSN. This roadblock component of the media blitz came in during the NFL kickoff of September 2010. This also was promoted by the spikes during the premiere of the Television show, ‘’24’’, as well as during thanksgiving football games. The launch of the roadblock ad was so widely successful that Ford site registered 3,800 hits per second that just sent the servers crashing. The strongest correlation with sales came from the online searches that were made by online buyers that used roadblock ads. This was defined by Briggs magazine as ‘’the ultimate opt-in.’’ With only 6 percent reach to its customers through the digital platform search, a 3 percent of all buyers were those who used the digital platform or searched and received information about particular products via the same digital media. This research also indicates that, people who have used these searches to find Ford Trucks online, are more than 4 times as likely to buy them than people who haven’t search the trucks online at all (Robyn, 2004).

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