Most Powerful Form of Advertising

 

 

The moving image (television) is regarded by the vast majority of all respondents as the most powerful form of advertising, regardless of age and gender.

 

73.3% of Researcher A’s respondents cited this as their preference, compared to 66.7% of Researcher B’s, and 80% of Researcher C’s respondents. Perhaps significantly, the very highest percentage preference recorded here is from Researcher C’s respondents, who are drawn exclusively from the youngest two age groups.

 

Images in magazines or newspapers are cited by 2 of Researcher A’s respondents, and by 3 each of Researcher B’s and Researcher C’s respondents.

 

Gender and age do not appear to have any strong influence over the data relating to magazines and newspapers, although no respondents are aged over 40.

 

Researcher A’s respondents are both female, one aged between18-25 and the other aged between 31- 40.

 

Researcher B’s respondents include a female aged between 26 -30, and two males from the 18 -25 age group.

 

Researcher C’s respondents are all female, and within the 18-25 age group (unsurprisingly, as all of Researcher C’s respondents are drawn from the youngest two age groups).

 

Images on billboards are only mentioned by 2 each of Researcher A’s and B’s respondents; the two sets of data that contain a wider representation of age ranges.

The power of billboard advertising may be affected by a respondent’s age, as no respondent who cited this option is aged less than 26.

 

Researcher A’s respondents are a female aged over 50, and a male from the 26-30 age group.

 

Researcher B’s respondents are a male aged over 50, and a female aged between 31- 40.

 

The Persuasive Power of a Skilful Advertising Campaign

 

Respondents are asked to state whether or not a skilful advertising campaign would have an influence on them in relation to three factors; voting for a specific political party, buying a particular brand or product, or revising an opinion in relation to a cause or issue.

Researcher A’s and B’s sample groups identified voting for a specific political party as the factor most likely to be influenced by advertising (41.18% and 39.13% respectively). These are the two sample groups with the widest representation of age groups. 34.38% of Researcher C’s respondents identified this factor.

 

An equal percentage of Researcher C’s respondents (34.38%) also identified revising an opinion in relation to an issue or campaign, compared to 27.94% of Researcher A’s respondents, and 33.33% of Researcher B’s respondents.

 

30.88% of Researcher A’s respondents identified influence over buying a brand or product, compared to 27.54% of Researcher B’s, and 31.25% of Researcher C’s (the group containing the youngest respondents) samples.

 

 

 

 

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