[2015 EDITION] Advertising Channels With the Largest Purchase Influence on Consumers

[New in this year’s edition: Updated 2015 results, plus new data for word-of-mouth, consumer reviews, direct mail, email marketing and outdoor advertising, and year-over-year trend analysis!]

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The marketing media mix is changing, and advertisers are pouring more money into digital, often at the expense of traditional media. Meanwhile, the debate over TV versus online video rages on, fueled by declining ratings and reports of youth gravitating to digital viewing sources.

Consumers’ media behaviors may indeed be changing – but what about their response to advertising across these various media? Could imbalances in media consumption and ad spending relate to advertising effectiveness? And how do advertising media stack up against word-of-mouth, consumer reviews, and email marketing?

This latest MarketingCharts report, based on newly-conducted primary research, analyzes consumers’ stated attention to advertisers and purchase influence across a host of media and channels, including: word-of-mouth; TV; online reviews; opt-in emails; direct mail; print newspapers and magazines; radio; social networks; search engines; mobile display; outdoor; online video; movie theaters; and video games.

The study goes beyond existing research by analyzing results across genders, generations, and household income levels, leading to a handy cheat sheet that reveals the demographic groups most influenced by the various advertising channels. Year-over-year trends in purchase influencers are also examined for each demographic group.

The 35-page study features 26 charts and tables and comes with an accompanying Excel workbook containing the full MarketingCharts survey results by demographic.

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