BIGresearch Study Finds Over 90% Avoid Advertising How to Reach Them?
Friday, 17 November 2006
Recognizing that the customer is boss is a requirement for success in today's marketplace. Nowhere is this more apparent than in targeting consumers via advertising, especially since 92.5 percent of them say they are regularly or occasionally avoiding advertising, according to BIGresearch's latest Simultaneous Media Survey (SIMM VIII).
For those who plan on making a purchase of a durable product, such as a car, computer, furniture, appliance, major home improvement or TV, the number is even higher for avoiding advertising at 93 percent.
Over 15,000 consumers 18 years or older participated in the BIGresearch survey.
"Traditional advertising is linear-based with marketers pushing information out into the marketplace. The problem is that consumers now have access to unlimited amounts of information and are tuning out conventional advertising," said Joe Pilotta, VP of Research for BIGresearch.
So what's a retailer to do?
One way of solving the dilemma is to ask the consumer. For example, when asked which media most influences purchases of electronics, here are the top five answers cited by consumers who regularly/occasionally avoid advertising:
· Word of Mouth
· Read Article on Product
· TV / Broadcast
· Newspaper Inserts
· Internet Advertising
"As more marketers focus on the ROI of their media campaigns, they will need to integrate the consumer into their plans and understand how to most effectively reach them in order to influence a transaction," said Pilotta.
Additional information on SIMM and other BIGresearch samples may be accessed by going to: http://www.bigresearch.com and clicking on Complimentary Top Line Findings.
To comment on this release visit the BIGresearch blog: http://whencustomerstalk.blogspot.com.