Just 6 percent of those questioned by CIM said they saw no television advertising in an average week, while nearly three-quarters said they never saw digital TV advertising, mobile phone ads and Internet banner ads. However, it is clear that the new media have a long way to go before they are as important to advertisers as television. Television also fares well when compared with other traditional media. When it comes to being informative, interesting or entertaining, nearly three-quarters of respondents gave TV ads the thumbs up, but just 7 percent felt similarly enthusiastic about newspaper advertising. Only 5 percent were impressed with radio advertisements and 2 percent described outdoor advertisements as informative, interesting or entertaining.
Consumers also perceive TV ads to have the greatest influence on their buying behavior.
However, it seems that a large proportion of these messages go unheeded. In an increasingly cluttered world, advertisers will have to pull out all the stops to make us sit up and take notice. Copyright 2001 INT Media Group, Incorporated All Rights Reserved.