There are various tools out there to measure how consumers are impacted by advertising messages in a broad array of communications channels that go well beyond traditional media like TV, radio, magazines and newspapers, including things like search, word-of-mount, public relations and the personal recommendations of friends, families, colleagues and even doctors.
What it shows is that many non-traditional media platforms have far more impact with consumers than the traditional ad-supported media, insights that could lead to profound shifts in media spending over time.
In fact, such personal experiences as "recommendations by friends/family," product sampling, coupons/promotions, professional recommendations, and examining products in stores, have significantly greater impact than any conventional media buys. The most powerful communications medium overall, , is print--albeit editorial content, not advertising. "Print articles" were deemed the most persuasive media channel, suggesting a bigger role for public relations in the future.
Television advertising ranks next, followed by in-store advertising, newspaper advertising, magazine advertising, company Web sites, online search, radio advertising and free customer magazines. Such traditional media as radio, outdoor, direct mail, cinema, branded Internet advertising, and transit ads ranked far lower in the study.
The problem is that a lot of high impact media vehicles have low reach. So the real question is how can we amplify these things?
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