Study: Print and TV advertising reaches most consumers
Traditional advertising media still have a strong recall and perception value for consumers. Consumers most frequently remember TV and print advertising as well as advertising on billboards, signs and posters. These are the findings of a study published by the market research and consulting company Taylor Nelson Sofres (TNS).
Representatives of the newer advertising channels in the top 10 in terms of recall are e-mail advertising, Internet banners and pop-up advertising. In contrast, only very few people remember mentions in blogs and forums, online recommendations or advertising via MMS.
Telephone advertising scores particularly badly
The survey participants feel particularly annoyed by advertising or sales on the telephone. In addition to TV advertising, respondents also find Internet pop-up advertising and e-mails intrusive. According to the study, however, online recommendations, advertising in stores and product samples are less annoying.
In terms of trust, recommendations from friends or acquaintances (offline), online recommendations and product samples scored particularly well. However, the study participants expressed little trust in advertising via SMS and MMS, Internet pop-up advertising and advertising in video games. Advertising or sales on the telephone also scored extremely poorly here.
Reminder of "Advertising Touchpoints" - Top 10
High intensity of advertising touchpoints - Top 10
About the study
For the study, people were asked about their perceptions and opinions on 33 different points of contact with advertising. More than 7000 online interviews were conducted in seven European countries (France, Germany, Italy, the Netherlands, Spain, England and Russia) in June 2010.
