- White Noise
In the 1970s the average person was exposed to 500-2,000 ad messages. Now its 3,000-5,000.
USA Today, 10/10/2006 - Saturation
In 2005, MTV viewers were exposed to 21% more prime-time commercials per hour than in 2004.
Mindshare - Counter-Productive
"Advertising is so ubiquitous that it’s turning people off. It’s desensitizing people to the message."
Rance Crain, editor-in-chief, Ad Age - Cynical
76% of people don’t believe that companies tell the truth in advertisements.
Yankelovich 2005
- Offline
70% of word of mouth is face to face
19% is by phone
4% is by email
3% is by instant text message
1% happens in chatrooms/blogs
Keller Fay Group - Powerful Impact
Conversations with advocates increases purchase intent by 2 to 7 times depending on industry and brand
Brand Advocacy Dashboard 2005-06 - Trusted
92% of people trust word of mouth as the best source of new product ideas up from 67% in 1977
GfK/NOP Roper - Natural
Americans make about 4.5 billion brand impressions a day just through conversation.
Keller Fay Group
- Most word of mouth mentions
1. food and drink
2. media and entertainment
3. beverages
4. travel services
5. shopping & retail
6. automotive
7. technology
8. telecoms
9. finance
10. healthcare
11. fashion & beauty
Keller Fay Group - Most Influential Media
1. word of mouth
2. TV
3. coupons
4. newspaper inserts
5. read article
6. direct mail
7. magazines
8. in-store promotions
9. cable tv
10. internet advertising
BIGresearch Simultaneous Media Usage Survey Dec 2005
- Consumer packaged goods
What most influenced your decision to purchase?
1. saw in store (27%)
2. word of mouth (18%)
3. TV ad (12%)
4. website (9%)
5. magazine/newspaper ad (8%)
6. news/entertainment media (4%)
7. sales person (3%)
8. search engine (2%)
9. postal ad (2%)
10. category influencer (1%)
11. web ad (1%)
112. email/newsletter (1%)
13. radio ad (1%)
14. telemarketing (0%)
15. billboard (0%)
DoubleClick Touchpoints 2006 - Believable
78% of people find word of mouth brand recommendations either highly or fairly credible.
Keller Fay Group