Publisuisse study: TV advertising has the greatest influence on buying behavior
A new study by Publisuisse and GfK Switzerland has examined the influence of TV advertising on brand sound. TV advertising is clearly ahead of print advertising in all product values surveyed.
The study shows that TV advertising has a much stronger influence on brand sound than print advertising. Publisuisse writes this in a press release on the study. The effects on awareness, sympathy, willingness to buy and ultimately on purchasing behavior are substantial and significant. The effect on purchasing behavior is particularly large: People with TV advertising exposure are significantly more likely to purchase the advertised product than people without TV or only with print advertising exposure. The effects found on purchasing behavior are particularly large for FMCG products (fast-moving consumer goods) such as detergents, shampoos and cream cheese.
The study was conducted by Publisuisse and GFK Switzerland by means of a survey and statistical analysis. The study examined the effect of advertising on brand resonance (awareness, sympathy, willingness to buy and purchasing behavior). The evaluation methodology and the results of the study were audited by HTP St. Gallen.
