The study, called "When Advertising Works," was conducted by Yankelovich in association with Sequent Partners and The Center for Media Design at Ball State University. Yankelovich, Inc. is a 50-year-old marketing research firm, the country's leader in generational marketing, specializing in consumer value and lifestyle trends. Sequent Partners is a highly-regarded brand-building metrics consultancy.
The study covered a wide spectrum of media. The traditional included TV, magazines, newspapers, radio, and billboards. The digital media included e-mail messages, internet banner ads, social networking web sites, video games, and video-sharing web sites like YouTube.
When asked their reaction to advertising, traditional media ads made a positive impression with a significantly higher percentage of the survey respondents: 56% for traditional media compared to 31% who viewed digital media ads positively. On the flip side -- ads producing a negative impression -- traditional media got the better of its digital counterpart: 13% reported a negative reaction to traditional media versus 21% for digital media.
Another interesting finding of the study in light of today's infatuation with viral marketing: ads that made an impression in traditional media were more likely to stimulate word of mouth than ads that made an impression in digital media.
In today's market, digital media gets a lot of attention. At Catalyst, we strive to develop and implement our client's marketing plans based on what will best meet their goals. For some clients, digital media plays a larger role; for others, traditional advertising remains the more strategic venue. (Of course, the role of public relations and promotion also complement an effective plan.)
We don't serve our clients by blindly adopting trends; rather by weighing the data, understanding the marketing environment, and making every dollar count, so that at the end of the day, we can truly feel confident we've served you well.
Posted by: Bill
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