New Yankelovich Study Reveals Traditional Media Are More Effective Than Digital Media

New Yankelovich Study Reveals Traditional Media Are More Effective Than
Digital Media

CHAPEL HILL, N.C., June 24 /PRNewswire/ -- Traditional media are more
likely to make a positive impression and stimulate word-of-mouth advertising
than digital media, according to When Advertising Works, a new study from
Yankelovich to be released at the end of June.
Despite the hype of YouTube and viral marketing, traditional media still
make a bigger impact than digital media, though the study found both effective
in their own right. When Advertising Works contains hard data on the impact of
ads across 16 different platforms of both digital and traditional media. The
study examined digital-media platforms such as email messages, search engines,
Internet banner ads, social-networking Web sites, video games and video-
sharing Web sites. Traditional-media platforms that were studied include
billboards, magazines, in-store ads, newspapers, radio and movie theater
commercials.
In conjunction with media consulting firm Sequent Partners, Yankelovich
studied all of the numerous situational factors that affect the ways in which
ads make an impression on people. The result is an attitudinal database of
more than 4,000 individual ad impressions and all of the situational factors
associated with each. There has never been another study of individual ad
impressions as comprehensive and detailed as When Advertising Works.
The biggest differences between media platforms are the situational
contexts within which people are exposed to ads. This study quantified the
impact of situations on ad impressions. The situational differences between
traditional and digital media platforms account for the differences in the
ways people view each, according to the study.
"Situational differences determine when advertising works," explained J.
Walker Smith, president of Yankelovich MONITOR. "Whether you're using digital
or traditional media, this study shows you how to get people to talk about
your ad or buy your product rather than change the channel or turn the page,"
Smith said. "Through a combination of descriptive profiles and comparisons as
well as sophisticated linear models, this study shows marketers how to create
advertising that leaves people with a positive impression. That's the heart
and soul of the study."
When Advertising Works appears at a time when consumers are more difficult
to reach, both because of today's weakening economy and because of the vast
amount of advertising consumers see every day. "We are confident that this
study can help marketers make a more powerful and effective connection with
their target consumers," Smith said.
About Yankelovich, Inc.
Yankelovich is a leading consumer market research and analytics company
that has helped marketers understand consumer values and behavior since 1958.
The company has studied consumer attitudes, values and lifestyles for 50
years, creating cutting-edge expertise and the largest database of U.S.
consumer attitudes and trends. The Yankelovich brand name is widely recognized
by Fortune 1000 marketers as a leading source of consumer insights,
particularly consumer trend data in the United States. Yankelovich consumer
segmentation research and consulting services provide deep consumer behavioral
expertise to marketers as well as actionable data to employ in targeted
marketing strategies. Yankelovich merged with Henley Centre HeadlightVision in
January 2008 and is now part of Kantar and the WPP Group. More information is
available at www.yankelovich.com.
About Henley Centre HeadlightVision
Henley Centre HeadlightVision is Europe's leading consumer trends
business. We provide intelligence, research and consultancy solutions to blue
chip clients around the world. Our mission is to help our clients create
better futures. All of our work is informed by our proprietary global
knowledge base of consumer trends and futures insights. We have a global
footprint with offices in London, New York, Mumbai and Delhi and an
intelligence network that spans over 28 countries. More information is
available at: www.hchlv.com.
About Kantar
Kantar is one of the world's largest research, insight and consultancy
networks and part of the WPP Group. We help clients make better business
decisions through a deeper understanding of their markets, their brands and
their customers. Kantar brings together a diverse group of outstanding
marketing insight and consulting companies - each an expert in their field who
can work together seamlessly to help clients address business issues in an
holistic and strategic way. Companies include Added Value Group, AMRB, BMRB,
BPRI, Cannondale Associates, Center Partners, Glendinning Management
Consultants, Henley Centre Headlight Vision, IMRB, Kantar Operations, KMR
Group, Lightspeed Research, MVI, Mattson Jack Group, Millward Brown, Research
International, RMS and Ziment Group. The Group has 22 companies operating in
70 countries worldwide. For further information, please visit us at:
www.kantargroup.com.
About WPP
WPP (Nasdaq: WPPGY) is one of the world's leading communications services
groups, providing national, multinational and global clients with advertising;
media investment management;' information, insight & consultancy; public
relations & public affairs; and branding & identity, healthcare and specialist
communications. WPP's worldwide companies include JWT, Ogilvy & Mather
Worldwide, Y&R, Grey Worldwide, The Voluntarily United Group of Creative
Agencies, MindShare, Mediaedge:ia, MediaCom, Millward Brown, Research
International, KMR Group, OgilvyOne Worldwide, Wunderman, 141 Worldwide, Grey
Direct, Hill & Knowlton, Ogilvy Public Relations Worldwide, Burson-Marsteller,
Cohn & Wolfe, GCI, CommonHealth, Sudler & Hennessey, Ogilvy Heathworld, Grey
Healthcare Group, The Brand Union, Landor, G2 Worldwide and Fitch, among
others. Collectively, WPP employs 100,000 people in over 2,000 offices in 106
countries. For further information please visit us at: www.wpp.com
SOURCE Yankelovich, Inc.

Bonnie Burke, Yankelovich, Inc., +1-919-932-8630, bburke@yankelovich.com