2020:Marketing Communications LLC has released a brand new study of how consumers (men and women 18+) perceive the effectiveness of major offline and online media in addressing a variety of communications objectives. The surprising results will be presented in installments from Media Planning & Buying in the 21st Century, a leading advertising media textbook. The first installment will cover the results of consumers’ perceptions of the persuasiveness of media.
OBJECTIVE #1: PERSUASION
The ultimate objective of most advertising is some form of persuasion. Persuasion attempts to convince consumers of product superiority, better value, durability, sex appeal or other physical or psychological benefits. To address that objective with media options, we used the following question in the study:
Q1: Please indicate the advertising medium you think is MOST PERSUASIVE
in creating purchase interest for a quality product or service.
The findings of the study are summarized as follows:
· 1. Overwhelmingly, the top rated medium was television with 40% of respondents indicating their belief that television (“prime time program”) is the MOST PERSUASIVE medium for creating purchase interest in a quality product or service.
· 2. In second place, search engine listings were ranked most persuasive by 19% of respondents. The importance of search engine advertising was not unexpected given their role in helping consumers research product purchases.
· 3. Magazines (print & online) were rated most persuasive by 10% of respondents which should give magazines a step on the purchase consideration ladder.
· 4. Internet video advertising was in third place also with 10% of respondents saying it was most persuasive and creating a definite pattern in these consumers minds that television and internet video ads are not interchangeable
5. Online display was in fifth place with 9% of respondents saying online display is most persuasive.
Radio (“my favorite radio station”) was in sixth place with 6%. Mobile advertising was in seventh place with 5%
Newspapers (print/online) came in last with only 2% support
1. An important thread in these findings is that while consumers rated television #1, online video advertising was also rated importantly as an adjunct to television. The audio/video presentation likely the means likely super ceded the differences in how the message was transmitted.
2. 38% of respondents included digital media on their list, mostly search. Mobile garnered only 5%, while display received support by 9%.
3. Magazines were perceived as an important medium for addressing this objective with 10%, while newspaper ratings showed continued a struggle for non retail advertising with 2%.
More information is available on television and digital media in Media Planning & Buying in the 21st Century (3rd ed).
Author: Ronald D. Geskey
Company: 2020:Marketing Communications LLC
Web Site: www.MediaPlanningBuyinginthe21stCentury.com