PR professionals are debating the significance of new research into advertising effectiveness in different media, which has revealed that nearly 25% of those questioned said they were impervious to the effects of advertising.
The survey, commissioned by organisers of the Edinburgh International Television Festival and conducted by management consultancy Deloitte and market research agency YouGov, asked 2,000 people which advertising medium had the most impact.
TV came out on top, with 64% of respondents saying that TV commercials were the most effective form of advertising, followed by newspaper ads at 30%, magazine, radio and then outdoor advertising.
Although only 8% of respondents credited internet advertising as the most effective, the medium nevertheless demonstrated its worth with 44% of respondents saying they had followed up a TV commercial by subsequently researching the brand on the net.
The PR industry is looking on at the research with interest as there is some degree of correlation between the effectiveness of advertising in each specific medium and the effectiveness of its more cost-effective PR counterpart.
However, practitioners should view the results with an element of suspicion, given the organisation that commissioned it.
The TV industry is desperate to find any way to boost flagging advertising revenues, yet the survey still fails to disguise the fact that expensive TV ads make no impact on 25% of respondents whatsoever.
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