The Impact of Advertising on Purchase Behavior
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With the continuing proliferation of new media platforms, it’s critical to understand their impact on consumers.
The Purchase Funnel 2017 study, conducted by GfK in collaboration with TVB, looked at consumers exposed to advertising in six categories through ANY of 20+ media platforms. The goal of the survey was to identify the importance of those media platforms in influencing consumers during their purchase decision process. This study recognizes the role of a variety of media platforms, while confirming that TV remains the primary influence through all stages of the purchase decision process.
Source: GfK TVB Purchase Funnel 2017 A18+ Most important for media that registered 2% or higher.
For questions about the “Purchase Funnel 2017” study contact Hadassa Gerber, TVB Chief Research Officer.