Packaging Is More Influential than Television Advertising

摘要

More than half of consumers in six markets cite stores as their source of new-product awareness in data compiled across multiple products and categories, according to Nielsen Bases, which vets the vast majority of package-goods product launches that get tested in the concept stage. The store beat out television as an awareness driver by a 50 to 36 percent margin in 2008, the latest year that Nielsen Bases has released figures for. The markets are the United States, Canada, the U.K., Germany, France, and Italy. That compares to a near tie only four years earlier, when the store barely edged out TV, 52 to 48 percent.