|
Steps to making a purchase
The Consumer Adoption Process -- a progression of stages that bring the consumer to purchase a product or service. The four basic stages describe the consumer as first becoming aware of the product, then interested in it, then desirous, and finally a purchaser.
Traditionally, TV advertising has been viewed as having its greatest influence in the early stages of the model, making the consumer aware of the product, creating interest in the product and, to a lesser extent, creating a desire. As the consumer moves through this process, the role of TV is diminished and supplemented by other marketing forces.
The role of the internet is more pronounced in the latter stages of the process. The interested consumer goes to the web to learn more about the product. When the consumer finds more information about it, his or her desire for it increases, and the information leads to an actual purchase.
The internet has significantly increased the efficiency of this process. The consumer's interest can be more quickly addressed, and the conversion of that consumer from an interested party to a purchaser can be expedited.
TV's signals still strong
This brings us back to the role of TV advertising.
If the internet has increased the efficiency of the process by which "aware" and "interested" consumers are converted to purchasers, then the value of each aware or interested consumer is that much greater. No other medium can rival TV in developing awareness of a product, service or product feature.
So, if the internet has increased the rate of conversion of aware and interested consumers into purchasers, then TV's ability to produce aware and interested consumers has an even greater value to the marketer."
David Poltrack, President of CBS Vision (a division of CBS Television)
from MediaWorks Viewpoint July 28, 2008
The research on this page details consumer preference regarding how Television content is consumed in light of new technology which enables online and mobile viewing.
In addition, each presentation details the synergy between Television and Online with respect to program extension and commercial call to action.
The results below directly support David Poltrack's thesis. In the case of A25-54 for example, 47.2% have gone online based on something they have seen in a television commercial. Of that group, 73.6% researched the product or service seen in the ad, and 23.4% purchased the product or service online.
BBM Analytics omniVU
|