How Consumers View Advertising: 2017 Survey
Kristen Herhold,
Clutch,
Dec 15, 2017
According to this report from a market research agency, traditional media continues to provide the more persuasive advertising. This is based on a survey of U.S. consumers. "TV is the most influential medium for advertising," the write. "About 60% of consumers are likely to make a purchase after seeing or hearing a TV advertisement... About half of consumers are likely to make a purchase after seeing or hearing print (45%), online (43%), or social media (42%) advertisements." Why is this relevant to educators? Insofar as teaching and pedagogy are intended to impact belief states and actions, we learn from advertising that this can be accomplished even with passive consumers, and that immersive methoids - such as video, which demands quite a bit of our attention - are effective for the majority of people. And we need to understand the role of traditional media, even today, in shaping attitudes, beliefs and cultures. And we need to understand and interpret media that way - as much as I love the Big Bang Theory (and I do!), I never forget that its primary purpose is to sell product.
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