Tourism Industry News
Increase advertising in international media and boost brand preference
PricewaterhouseCoopers LLP published the findings of its study into the effectiveness of advertising via international media - commissioned by CNN International. This study found that increased advertising in international media leads to stronger brand preference, more brand recommendations, and, crucially, more product sales.
The pan-European analysis, covering travel, luxury goods and financial services categories, employed three separate approaches to assessing the effects on sales and brand attitude shifts between consumers with high and low levels of exposure to international media. In fact, consumers who have relatively high consumption of international media attach a greater importance to brand over other drivers of choice.
Thomas Hoehn, partner, PricewaterhouseCoopers LLP, who led the study, said: “At a time when being accountable for ad spend is more important than ever, international media provides an effective platform to strengthen brand preference amongst a highly valuable consumer group.”
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