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How Media Works: Advertising and the Purchase Funnel for Furniture, Mattress or Carpet/Flooring Store Advertising. A Yankelovich Study for the Television Bureau of Advertising. Study Objectives.

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Presentation Transcript
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How Media Works:Advertising and the Purchase Funnel for Furniture, Mattress or Carpet/Flooring Store Advertising

A Yankelovich Study for the Television Bureau of Advertising

study objectives
Study Objectives

Determine the role that TV plays as part of a multi-platform environment for advertising. More specifically, the goals of the research were to understand:

  • The role of television advertising in driving consumer actions throughout the purchase decision process
  • How television interacts with other media platforms, including new media such as the Internet
  • How purchase decisions are made as a result of this interaction, including the role of different media platforms in the purchase cycle

Source: TVB/Yankelovich “How Media Works,” April 2009

methodology
Methodology
  • Survey results were obtained via online interviews among 3,002 consumers who had seen a television ad in the past 2 months that made an impression on them.
  • Interviews took place January 29 to February 10, 2009; Super Bowl Sunday was excluded.
  • Respondents were first asked in which categories they have seen a television ad in the past two months that made an impression on them.
  • Each respondent then completed an ad survey for up to three of these categories.
  • The survey measured the overall impression of each ad, actions taken after seeing the ad, and whether ads for the same product or service were encountered in other media, etc.
  • The respondents were asked questions on which media most increased awareness and interest, or prompted action across the range of categories studied.

Source: TVB/Yankelovich “How Media Works,” April 2009

one third of respondents are in the market
One-Third of Respondents are In the Market

“Are you currently considering a purchase in the Furniture, Mattress, or Carpet/Flooring Stores Category?”

(Asked of those who recalled seeing a TV ad for furniture, mattress, or carpet/flooring stores in the last 2 months)

Source: TVB/Yankelovich “How Media Works,” April 2009

customer profile furniture mattress or carpet flooring store advertising
Customer Profile: Furniture, Mattress or Carpet/Flooring Store Advertising

Source: TVB/Yankelovich “How Media Works,” April 2009

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Over a Third of Consumers Recently Saw a TV Ad for a Furniture, Mattress, or Carpet/Flooring Store That Caught Their Attention

Saw an ad that got your attention:

Source: TVB/Yankelovich “How Media Works,” April 2009

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A Third of Those Who Recently Saw an Ad in This Category Say They Bought a Related Product/Service in the Past Year

Last time made a furniture, mattress or carpet/flooring store purchase:

32% of those who recently saw a furniture, mattress or carpet/flooring store TV ad made a purchase in the past year

42%

Source: TVB/Yankelovich “How Media Works,” April 2009

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Two-thirds of Those Who Saw the Furniture, Mattress or Carpet/Flooring Store Ads Remember Them Positively

Type of impression made by furniture, mattress or carpet/flooring store TV ad:

65% of those who saw these advertisements rated them positively

Source: TVB/Yankelovich “How Media Works,” April 2009

furniture ads are seen as informative and attention getting

Total Furniture

Furniture Ads Are Seen as Informative and Attention-Getting

Ratings of Furniture/Mattress/Flooring Store Television Ads:

How much did it get your attention?

How relevant was it?

How informative was it?

43% total

34% furniture

53% total

52% furniture

54% total

47% furniture

Source: TVB/Yankelovich “How Media Works,” April 2009

tv ad viewers are likely to consider a purchase or seek more information
TV Ad Viewers Are Likely to Consider a Purchase, or Seek More Information

Source: TVB/Yankelovich “How Media Works,” April 2009

nine in ten consumers who saw tv ads in this category report seeing the ads multiple times
Nine-in-ten consumers who saw TV ads in this category report seeing the ads multiple times

Number of times saw furniture, mattress or carpet/flooring store TV commercial in past 2 months:

Source: TVB/Yankelovich “How Media Works,” April 2009

multiple exposure to tv ads leads to a much higher purchase consideration
Multiple Exposure to TV Ads Leads to a Much Higher Purchase Consideration

Actions taken after seeing a Furniture, Mattress or Carpet/Flooring Store TV ad

Source: TVB/Yankelovich “How Media Works,” April 2009

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Those Who Saw TV Ads in the Furniture, Mattress or Carpet/Flooring Store Category Also Recall Newspaper Ads

Source: TVB/Yankelovich “How Media Works,” April 2009

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Furniture/Mattress/Flooring Stores Advertising Impact at Various Stages ofthe Consumer Purchase Funnel

Awareness Interest Consider Want to Visit Make Purchase Purchase Store/Website Purchase

Source: TVB/Yankelovich “How Media Works,” April 2009

furniture mattress flooring stores media impact at various stages of the consumer purchase funnel
Furniture/Mattress/Flooring Stores Media Impact at Various Stages of the Consumer Purchase Funnel

Media cited by less than 3% of respondents were incorporated into the total for “other.”

Source: TVB/Yankelovich “How Media Works,” April 2009

conclusions
Conclusions
  • Over one-third of consumers are in the market for products in this category.
  • This category is defined by a long purchase cycle; only 7% of consumers are in the purchase phase at any given time.
  • Television advertising awareness is high, and TV ads are effective at creating consideration and conversation, and driving store traffic.
  • TV is the dominant media driver, and is most effective mid-funnel, in the Consideration phase.
  • Closing deals in this category happens in the showroom; driving consumers to the showroom is key.

Source: TVB/Yankelovich “How Media Works,” April 2009