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Advertising influences most consumers in their purchasing decisions, according to a survey of 1, U. Americans are exposed to up to 10, advertisements every daya that is rapidly growing with the increase of advertising channels and new technology.
With this in mind, Clutch surveyed 1, consumers from across the U. Advertising influences almost all consumers to make purchases. Below, we explore the influence of the following forms of advertising mediums on consumer purchasing behavior:.
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TV is the most influential medium for advertising. TV advertising is the most influential because it is the most expensive medium of advertising and successfully connects with consumers, according to Rob Albertson, managing director of Bandwidth Marketingan agency with clients such as Allstate, Taco Bell, and Tropicana.
Consumers are most influenced by TV advertisements because they inform consumers about a product more than other mediums. Companies in a wide range of industries can use TV advertisements to stand out. For example, Dallas patio furniture store Sunnyland Patio Furniture uses TV advertisements to help show off its products. TV advertisements benefit companies like Sunnyland Furniture through informing consumers about the brand and product using visual and audio cues.
Print, online, and social media advertisements also influence consumers in their purchasing decisions. Some companies mainly advertise online, such as RapidVisa Philippineswhich aims to simplify and expedite the visa process to reunite families in the U. For RapidVisa, advertising builds consumer trust in the company and ensures more people are reached.
Many companies, such as Scenic Landscaping in New Jersey, have tried out-of-home advertising in the past but found it is not as influential as other mediums. Knapp says the advertising mediums that work best for her company are magazine and online, rather than out-of-home.
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Respondents distrust online and social media advertisements because they are unregulated and easy for companies to create. Less regulation of newer forms of advertising compared with traditional advertising is a point of skepticism for consumers.
Consumers are also able to determine the differences between an advertisement and the program it sponsors. TV is the most influential advertising medium for every generation, but millennials are more likely to make a purchase after seeing or hearing an advertisement on most mediums.
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A larger percentage of millennials are likely to make a purchase after seeing or hearing advertisements than those 35 and older. This is due, in part, to the fact that older generations have already developed their preferences and are not as influenced by advertisements. Advertisements cater to the spontaneity of millennials, which explains why younger generations are more likely to make a purchase after seeing or hearing an advertising on all mediums, including social media and online.
We make all of our print stuff very vibrant, so it grabs your eye by default. The older generations trust advertising less because they have seen dishonest advertising in their lifetimes. Higher household income earners can be more relaxed with how they spend their money than lower income households, who may be skeptical of the messaging of advertisements.
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Those with a higher household income also trust each advertising medium more than lower household incomes. Consumers with a higher household income trust advertisements more than lower household incomes in both traditional and newer mediums.
Boston personal injury attorney Chris Earleyfor example, advertises on TV, Google, and in newspapers, among other mediums. You have to advertise.
You have to put your name and face out there. Consumers trust traditional forms of advertising, such as TV and print, the most, despite the increase of online and social media advertising. Businesses should advertise on multiple mediums to reach consumers through their everyday activities: browsing online, watching TV, listening to the radio, and reading print media.
How consumers view advertising: survey
Clutch surveyed 1, consumers in the United States who have seen or heard an advertisement in the past week. Never miss new content. Subscribe to get weekly content roundups — delivered straight to your inbox.
Clutch Reports Thought Leaders. Digital Marketing, Clutch Report. December 7, About The Survey Clutch surveyed 1, consumers in the United States who have seen or heard an advertisement in the past week. Digital MarketingThought Leaders.
What we found
Instead, they should focus on a combination of tools for both online and Digital MarketingClutch Report. A survey of marketers reveals marketing trends and challenges.
Learn how to overcome common marketing challenges. Should you advertise in a crisis? How do you adjust your strategy? Learn the answers in this article.