The old shop window is still the most powerful promotional channel, with TV slipping further behind and noticed by fewer people than it was 18 months ago, according to media agency Mindshare.
The looked at the impact of 96 media channels on 1600 Australians. The study shows that TV commercials slipped from 61% to 57% while 66% of people noticed the shop window. About half the respondents also noticed in-store displays, large billboards and posters.
Coffee cups and sandwich bags also made it into the top 20 media.
The study also looked at the power of word-of-mouth, including friends, experts and family, which are noticed by 81% of people. The most powerful word-of-mouth recommendations were from friends.
Search engine advertising was the most powerful internet promotional channel followed by email, news websites and video hosting.
ABOUT THE AUTHOR
COMMENTS
SmartCompany is committed to hosting lively discussions. Help us keep the conversation useful, interesting and welcoming. We aim to publish comments quickly in the interest of promoting robust conversation, but we’re a small team and we deploy filters to protect against legal risk. Occasionally your comment may be held up while it is being reviewed, but we’re working as fast as we can to keep the conversation rolling.
The SmartCompany comment section is members-only content. Please subscribe to leave a comment.
The SmartCompany comment section is members-only content. Please login to leave a comment.