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…
