| The research contradicts the prevailing
air of skepticism among media planners in the US about the effectiveness
of mass-media advertising. North American research director for MediaVest
Mary Ellen Vincent was quoted in reports saying, "One often hears
of media fragmentation and about how hard it is to reach consumers.
While that's true, people tend to make sweeping statements about the
extent to which that's the case."
Even though more than one in three people surveyed took little
notice of at least one of the top five mass media: television, radio,
newspapers, billboards and magazines consumers still pay greater
attention to those outlets than most other venues for marketing.
27 per cent of respondents said that they were very attentive to
mass media brand messages. 18 per cent had a similar response towards
non-mainstream media and 10 per cent voted for the online medium.
Respondents paid least attention to banner ads on the Internet
and ads in public restrooms. The online poll of 1,119 consumers
was conducted in August and September by Knowledge Networks in California.
37 per cent were cynical. They pay little attention to at least
one of the five mass media. On a positive note only six per cent
were cynical about advertising across all mainstream media.
The study also found that interest in embracing new media, like
personal video recorders and satellite radio, did not strongly correlate
to income or Internet usage. It correlated to the amount of television
watched and the amount of radio that the respondents listened to.
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