They're calling it "the largest and most comprehensive marketing launch in the history of Ford Motor Company," and according to the most recent Internet Advertising Bureau Cross Media Optimization Study (XMOS), the Ford F-150 marketing launch's interactive component was its most efffective. The study's findings include:

• 6% of all sales could be directly attributed to online advertising exposure.

• Additional sales beyond the 6% could be traced to click-through and online brochure requests.

• TV generates the greatest level of absolute reach and purchase consideration impact, but is significantly less cost effective. TV was more than 20 times more expensive than the most cost efficient opportunity, the Online Roadblock, and 5 times less cost efficient than online or magazines.

• Users conducting a search on terms such as "Truck" or "4x4" were three times more likely to buy an F-150 than the general population.

• Users visiting the truck section of an auto website were two times more likely to buy an F-150 than the general population.

• Magazines and in-market web sites offer similar results including selectivity and efficient delivery of in-market prospects.

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