Do Advertisers Buy on Facts or Feelings?

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From Borrell & Associates’ most recent 12-week study of small businesses, this question: Do local businesses buy advertising on feelings or facts? This week’s chart illustrates what 2,293 of them are doing. Using a sliding scale of “100% Gut” to “100% Data,” Borrell asked the business owners to indicate how they decided to buy media. All digital-media decisions are being influenced by data, while traditional media is much more of a gut-based decision.

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  1. Given that the digital world is supplying “analytics” (read: facts) up the ying-yang, and given that radio, when used appropriately generates better ROI (read:sales), the facts and data and, more importantly, the assumptions made by advertisers also means we have a market that is still, essentially, uninformed.
    The other matter is that, at some point, the presentation of certain kinds of “facts” influences advertisers at the gut level, thus making a digital buy a gut-level buy – much more acceptable to themselves.
    All radio’s work is still ahead of us. This applies to educating advertisers and the necessity of providing more influential commercial content.

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