Purchase Funnel 3.0

The Impact of Advertising on Purchase Behavior

The Futures Company's Purchase Funnel 3.0 study, commissioned in 2012 by TVB, examines the effects of advertising on consumers through the various stages of the purchase funnel, across a wide variety of product categories:

Media Platforms Analyzed

 • TV
 • Newspaper
 • Magazines
 • Out-of-Home
 • Email
 • Radio
 • Internet Display or Video
 • Internet Search Engine
 • Social Media Site or Service
 • Blog or Consumer Review Site
 • Online Deal or Coupon Site
 • Cell Phone/Smart Phone
 • Tablet Computer

Also Available:
White Paper (PDF)

Advertising Categories Studied

Members — View the Category PowerPoints

  1. Auto
  2. Quick Serve Restaurants (QSR)
  3. Discount Stores
  4. Supermarkets
  5. Movies & Amusements
  6. Banking Services
  7. Home/Auto/Life Insurance
  8. Furniture/Bedding
  9. Hospitals/Medical Services
  10. Prescription & OTC Medications

Among the key findings:

Media Impacts Consumers at Every Phase of the Purchase Funnel…

  • It's the Prime Driver in awareness for 92% of in-market consumers
  • It's the trigger for the actual purchase for 66% of in-market consumers

But, which advertising medium is most effective at which phase of the Purchase Funnel for each category? TVB will be bringing more specific research, drilled down into individual categories, in one-on-one calls with advertisers and agencies in the coming weeks. To schedule a presentation of the study contact Hadassa Gerber, Chief Research Officer.


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