Everyone’s talking about measurement of results these days, and “intent to buy” is considered an important way to measure a campaign’s success. That’s why a recent report by research firm Advertising Perceptions is noteworthy:

Cross-platform exposure to advertising results in higher intent to buy. Here’s what the study examined: beer, apparel, automotive, consumer electronics and toiletries.

**TV produced weak intent to buy on its own.

**If you add online ad exposure to print campaigns or TV, consumer intent to buy goes up.

**When two or more media were included, all of them showed lift.

**Intent to buy also goes up when brand names are thought of as high quality. This suggests that brand equity also plays a role in shaping consumer behavior (just like persuasive ads).

**Consumers expressed a stronger intent to buy a particular product after they had been exposed to ads for it on more than one medium.

The firm surveyed 25,000 people, looking at a broad range of websites, TV networks and other media.

So if you’re a media buyer looking to justify cross-media ad spend….this is good fodder.

Christine Babick is a marketing strategist and linguist specializing in marketing language, website text, “emo copy,” and cause and relationship marketing. More…

Article Tags: Advertising | Behavior | campaign | Categories | consumer | Cross Media | Exposure | Networks | Perceptions | Products | tv
Filed under: Advertising, Industry News