C-Suite Acts On Ads In Trusted Media Vehicles
Corporate leaders will act on advertising that is presented to them in a medium they trust—and more often than not, print and TV win out over information collected via the Web.
“It is an important consideration for brands marketing across platforms,” says Simon Staplehurst, director of global development for the BE series at global media and market research firm Ipsos. “They act on ads if they trust the platform or media vehicle.” Thirty-eight percent said they have visited advertisers’ Web sites after having seen an ad in a magazine.
