The Television Advertising Bureau and Yankelovich released a study showing "Advertising's Effects Vary, Depending On Category and Purchase Funnel Stage". The report further clarifies the 4 stages of the Buyers Awareness Cycle and how Broadcast and Interactive can work together to aid getting consumers through the purchase...
"In the midst of the worst recession since the 1930s, consumers credit media advertising with influencing their purchase considerations, according to a groundbreaking study released today by Yankelovich and the Television Bureau of Advertising. The study was unveiled at the Paley Center for Media in New York City before an audience of ad agency executives.
The study shows overall ad impact depends on the product category and where the consumer is in the purchase funnel, ranging from Awareness to Consideration to Preference to Purchase. The research shows, for example, in the travel category, 87% of consumers report being influenced by media in the Awareness phase of the funnel, while 59% are influenced in the Purchase stage. In the automotive category, on the other hand, 81% report being influenced by media in the Awareness phase, while 41% are influenced in the Purchase stage. The study examined advertising impact on 15 different ad categories."
"For all business categories, total advertising impacts consumers at an 80% level when it comes to awareness and declines to 53% when it comes to making purchases.
The Internet has the second-strongest impact over other media, contributing 14% to "awareness," 13% to "consideration," 13% to "preference" and 12% to actual "purchase" levels. The Internet over-indexes in the automotive, schools/colleges and entertainment categories. Radio advertising has above-average awareness with restaurants, schools/colleges and furniture stores. Television has above-average awareness levels for consumers when it comes to health care and entertainment advertising."
A reminder of the 4 stages of the Buyers Awareness Cycle:
| The 4 Stages of The BAC / Pre-Purchase Experience |
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Stage 1 |
Stage 2 |
Stage 3 |
Stage 4 |
| Prospect Goal |
Become Aware of Product / Service |
Get Familar with Product / Service |
Feel Relevant Connections to Product or Service |
Feel Confident in a few Choices / Businesses |
| Company Goal |
Drive Awareness and Image |
Differentiate Features / Benefits |
Make Meaningful Connection Company / Product |
Drive Business / Product into Final Consideration Set |
| Mass |
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| Broadcast |
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| Mail Catalog |
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| Newspaper Inserts Catalog |
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| Targeted Touch Points |
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| Customized Emails |
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| Discount Coupons and Special Offers via E-mail |
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| Page Excerpts |
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| Book Reviews |
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| Offering On-Line Gift Certificates |
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| Testimonials |
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| Radio Promotions / Event Sponsorship / Remotes |
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| Degree of Impact High Medium Low |
| Source: LPG / Prophet 2002 / 2003 Research |
| Note: Graph reflects the 2/3rd shoppers who purchase based on brand versus price and item shoppers only (1/3). |