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The fundamental purpose of advertising is to increase demand for a product.
Through advertising, demand can be impacted by increasing the number of customers (know as primary demand) or by increasing the usage rate among current customers (known as selective demand), or both. Advertising typically refers to the impersonalized communication in measured media, such as: television, radio, newspapers, magazines, on-line ads and outdoor displays.
Over the years, the benefits of advertising have expanded beyond revenue generation to include: increased employee morale and a reduction in cognitive dissonance (or post purchase doubt).
Tailoring ads to increase impact, and ultimately demand, is now more important than ever. A few of the findings related to this topic are listed below. Please login or register to peruse the entire database.
Blogs Influence Purchases More than Social Sites
Twenty-five percent of readers say they trust ads on a blog, compared to 19 percent who trust ads on social networking sites.
Source: The study, "Harnessing the Power of Blogs," sponsored by BuzzLogic and conducted by JupiterResearch, a Forrester Research company.
Date: October 2008
Website Published: www.clickz.com
Ad Size Impacts Marketing Effectiveness
A half-page ad is typically two-thirds as effective as a full-page ad running in the same publication.
Source: Direct Marketing Association
Date: February 2009
Best location for an ad on a homepage
Ads in the top and left portions of a homepage received the most eye fixations.
Source: Eyetrack III study
Date: September 2004
Website Published: www.poynterextra.org
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