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April 25, 2008 Europeans Still Enjoy Their TelevisionReaching Europeans: From Creating Awareness To The Act Of Purchaseby Kim Le Quoc with Jaap Favier, Olesia Klevchuk, Alice Bresciani |
Average: 9
(1 rating)
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Executive Summary
In 2007, about 60% of the overall European population browsed the Net, no matter where they were connecting from, up from 53% in 2004. However, most consumers still develop brand awareness by sitting in front of their TV sets. What has greatly changed is the way Europeans develop brand preference — for many product categories, the Net has become the most important medium for this. To avoid wasting advertising euros, marketing leaders should investigate their target audiences' media consumption throughout their purchase journey and adjust their media strategies accordingly.
TABLE OF CONTENTS
- The Internet Is Becoming More Mainstream, But Television Still Leads
- Integrated Marketing: Traditional Media Give Reach; The Net Adds Impact
RECOMMENDATIONS
- Embrace A Holistic Media Consumption View Of Your Consumers
- Supplemental Material
- Related Research Documents
This is an excerpt
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