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DoubleClick aurvey shows diminishing impact of TV in purchase decisions

MUMBAI: DoubleClick which provides marketing tools for advertisers, direct marketers and web publishers has announced the results of its second annual Touchpoints Survey at the company's Insight 2004 Annual Conference.

The survey examined the different channels used in the US to reach consumers and analysed their influence, across categories, at different stages of the purchase process.

 

Overall, the study concluded that broadcast media leads in creating awareness for only half of the categories surveyed. Meanwhile online marketing and websites are having a dramatic impact on the further learning and purchase decision phases of the purchase process.

DoubleClick senior VP, GM online advertising Doug Knopper was quoted in an official release saying,"The Touchpoints survey results show that different product categories require tailored marketing tactics. However it is becoming clearer that very few product categories are immune to online sales. While TV still impacts awareness, the influence of interactive marketing -- including advertising, search, and email -- is chipping away that share. For example, for the first time we see Internet ads driving awareness in categories such as personal finance. In addition, online continues to have a profound impact on the further learn and purchase decision phases across most categories."

As part of the survey, DoubleClick had asked consumers about their purchases within the last six months in ten categories including auto, electronics, food. The survey examined the sequence of how consumers first learn about products in these categories, how they further learn about them and which factor most influenced their purchase decision.

Television was able to dominate only half of the 10 categories as the media with the most influence on the first learn or awareness phase of the purchase process. The influence of television declined significantly in the past year in categories like movies, automotive and electronics. This year's survey asked respondents to rank the influence of various factors on the purchase process to develop a picture of relative impact. All answers were ranked on a scale of 1 to 7, with 7 being highest. Again, online showed enormous influence across many categories.

TV is still able to outrank the online medium in the movie category. This is still largely driven by TV ads, ranking at 5.0. However online movie reviews have a similar impact to newspaper ads. They each rank 2.7.

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