know where a mode fits in In 2016, Australian businesses and governments are estimated to have spent $4 billion dollars on television advertising. While there has been little growth in recent years, unlike press advertising (which is in rapid decline), television advertising is at least holding its own. Despite the slow death of free to […]

know where a mode fits in In 2016, Australian businesses and governments are estimated to have spent $4 billion dollars on television advertising. While there has been little growth in recent years, unlike press advertising (which is in rapid decline), television advertising is at least holding its own. Despite the slow death of free to air advertising, as evidenced by falling advertising revenues and the placing of Channel 10 into administration, the television industry is still telling us that this is the place to advertise. But is it? A study in the United States looked at the impact of different modes of communication at different stages in the purchase cycle. Here are the numbers for television: Considering options – 46% Making a final decision – 43% Cross selling – 42% Retention – 26% Preferred Option – 40% Making a final decision – 40% These findings suggest that television still has…