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Advertising Media: How Planner and Consumer Perceptions Differ

Advertising Media: How Planner and Consumer Perceptions Differ . A joint study by InsightExpress and MediaPost December 2003. Methodology .

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Advertising Media: How Planner and Consumer Perceptions Differ

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  1. Advertising Media:How Planner and Consumer Perceptions Differ A joint study by InsightExpress and MediaPost December 2003

  2. Methodology • Study Objectives: Understand opinions of the different media in terms of effectiveness for advertising – and where perceptions differed among consumers and advertisers • Two studies completed in November 2003 • Studies conducted online, using InsightExpress’ industry leading survey services • 430 completed surveys among MediaPost’s proprietary audience of Media Directors, Planners, Buyers, etc. of media • 500 completed surveys among a representative sampling of the U.S. online population provided by InsightExpress

  3. Only half (53%) of media planners believe they and their peers have a good understanding how consumers relate to media

  4. While consumers select cable TV and Online over Network TV, planners were convinced consumers would choose Network TV

  5. Planners assume that Network TV is the favorite, consumers cite Cable TV as their preference

  6. Consumers and Planners both agree that network TV is the most effective for delivering ad messages – but consumers have a much higher opinion of cable TV than planners do

  7. Where do consumers say they pay attention to advertising? Network and Cable TV equally – while planners rank magazines second to Network TV

  8. Planners regard network TV and Magazines highest for impacting purchase decisions – consumers agree on Network TV, but rank magazines behind Cable

  9. Another cable TV/magazine disconnect between consumers and planners when it comes to rating persuasive advertising

  10. Planners and consumers agree on Network and Cable TV as the most engaging for advertising, but there is a clear disconnect as planners rank online significantly higher than consumers do

  11. While more than a quarter of consumers think they are cognizant of how they are receiving programs when watching TV, only 8% of planners believed consumers think about how TV is transmitted to consumers

  12. Not surprisingly, consumers and planners differ on how often consumers pay attention to advertising Q: Please rank the following media in terms of how often you pay attention to advertising.n=500(Consumers)/430(Advertisers)

  13. While planners see an increase in product placements, their expectations are that consumers are noticing – they are, but not nearly as much as planners think Q: Thinking of the practice of placing real products and brands in a TV show. Would you say… n=500(Consumers)/430(Advertisers)

  14. The same phenomenon exists with brand integration with television, planners expect consumers to notice more – only 1 in 3 does Q: Thinking of the practice of products & brands becoming part of a TV show, sports, or news program. Would you say… n=500(Consumers)/430(Advertisers)

  15. Awareness among consumers is highest for programs with identified sponsors – a practice consumers don’t mind Q: And thinking of programs that have advertisers identified as the sponsor. Would you say you… n=500(Consumers)/430(Advertisers)

  16. Advertising Media:How Planner and Consumer Perceptions Differ A joint study by InsightExpress and MediaPost December 2003

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