Has TV advertising lost its effectiveness to other touch points?

摘要

In this paper we analyze the relative effectiveness of the moment of contact (touch point) between a brand and an individual consumer. The concept of effectiveness is made operational through the use of both attitude (cognitive, emotional and conative) and awareness measures (recall and recognition). The main research uses a 4 x 4 Latin square confounded within subjects factorial design with different touch points and brands. The appropriate stimuli were identified in a preliminary study. The results indicate that, overall, TV advertising and print advertisements - the traditional media channels - are significantly more effective than the internet, a non-traditional media channel.