TV Ads Most Helpful
Monday, July 06, 2009"Over one-third of Americans (37%) say that television ads are most helpful in making their purchase decision while 17% say newspaper ads are most helpful and 14% say the same about Internet search engine ads. Radio ads (3%) and Internet banner ads (1%) are not considered helpful by many people. Over one-quarter of Americans (28%), however, say that none of these types of advertisements are helpful to them in the purchase decision making process."
On the bright side, 9% say they don't ignore ads.
-- Harris Interactive, July 1, 2009 (pdf)
| 
1 comments: Responses to “ TV Ads Most Helpful ”
By sk on 14/7/09 12:14 PM
Fine so far as it goes, but it doesn't go very far because it uses a rational tool to measure a behavior that isn't very rational. In other words, the poll assumes that Americans are aware of the many powerful (unconscious, social, cultural) influences that actually impact their purchase decisions, an assumption I wouldn't agree with.