What really drives a buying decision?
ZDNet quotes a recent survey that 53% of respondents spend 1-2 hours researching a product or service prior to making a purchase. 20% spend even longer. Does TV reach 73% of your target audience? Sure, but which channel and at which time. Do other traditional mediums reach almost three quarters of your audience? Probably not on a regular basis.
We all know the web is a viable advertising medium. But, the people who control the purse strings simply are not willing to take the risk – most likely because traditional is “safe.” No one gets fired for doing what others have done for years. Or, at least that’s what they think.
Why does a regular primetime commercial run (not the superbowl, think Survivor or ER) cost as much as a half million dollars, while the same companies’ entire annual budgets for online ad spends may be less than a million?
Tradition, it seems, carries a big premium.
Thanks for the link, Tom.
TrackBack URL for this entry:
Listed below are links to weblogs that reference What really drives a buying decision?:
The comments to this entry are closed.