Traditional Media Not Dead Yet for Marketing, Study Says - TV Decoder - Media & Television - New York Times BlogA study to be released on Wednesday finds that advertisements appearing in traditional media like television are still “much more likely” to have made a positive impression with consumers than ads running in digital media.
The study, called “When Advertising Works,” was conducted by Yankelovich in association with Sequent Partners. The Center for Media Design at Ball State University in Muncie, Ind., provided assistance.
The study covered 16 types of media. Besides TV, the traditional kinds included billboards, magazines, newspapers, radio and movie theater commercials. The digital kinds included e-mail messages, Internet banner ads, social networking Web sites, video games and video-sharing Web sites like YouTube.
When asked what kind of an impression the ad made, 56 percent of survey respondents said traditional media ads made a positive impression, in contrast to 31 percent who said that about digital media ads. Thirteen percent reported a negative impression of traditional media ads versus 21 percent for digital media ads. Thirty-two percent said they had neither a positive nor a negative impression of traditional media ads, in contrast to 48 percent who said they had neither a good or bad impression of digital media ads.
On the other hand, advertising is NOT dead. It is NOT the end of advertising as we know it. Discuss.
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