Joe Pilotta
Joe Pilotta
category decision easily group however media mouth purchase word
Word of mouth is not easily traceable to one or even two sources, however we can group influential media on purchase decision by merchandise category and other factors.
active advertising article email engage internet media parts product purchase reading tv whereas word
For Active Explorers, 52% say internet advertising and 49% say email advertising are the most influential media for making a purchase of a car, whereas Independents say that word of mouth, reading an article about the product or TV are the most influential. Active Explorers also use media in different day parts and engage in simultaneous media use differently than Independents.