Augustine Fou- 1 -
What Consumers
Think of Ads
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
March 2014
Augustine Fou- 2 -
Author‟s Commentary
“From our custom research with N = 5,120
respondents, we triangulated the questions...
Augustine Fou- 3 -
Our Research
Fielded March 2014
Augustine Fou- 4 -
In the past WEEK, do you recall seeing ANY of the following types of ads?
44% Don‟t Recall ANY Ads
Sour...
Augustine Fou- 5 -
“Which of the following make you aware
of a specific low-cost/big-ticket item” N = 1,007
Source: Market...
Augustine Fou- 6 -
“Which of the following help you decide to
buy a specific low-cost/big-ticket item” N = 1,000
Source: M...
Augustine Fou- 7 -
• Recommendations
from friends
• Consumer
opinions/ratings
posted online
big-ticket
item
low-cost
item
...
Augustine Fou- 8 -
big-ticket
item
User Reviews Most Important
Source: Marketing Science Custom Research, March 2014
N = 1...
Augustine Fou- 9 -
Once you become aware of a new LOW
COST item, what do you do NEXT?
Immediately After Awareness
Source: ...
Augustine Fou- 10 -
Related Research
Q1 2014
Augustine Fou- 11 -
Users Ignore Ads When Researching
Source: Harris Interactive via MarketingCharts Feb 2014
In digital c...
Augustine Fou- 12 -
Young U.S. Consumers‟ Attitudes
Source: Millward Brown March 2014
Augustine Fou- 13 -
Role of the Channel
0% 20% 40% 60% 80% 100%
Email
Mobile App
Direct Mail
SMS Text Message
Website
Soci...
Augustine Fou- 14 -
Dr. Augustine Fou – Digital Consigliere
“I advise clients on optimizing
advertising across all channel...
Augustine Fou- 15 -
Related Articles
Augustine Fou- 15 -
http://www.slideshare.net/augustinefou/why-digital-tactics-kick-t...
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What Consumers Think of Ads by Augustine Fou Marketing Consigliere

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We triangulated the questions 1) ‘do you recall seeing specific kinds of ads?’ 2) ‘are ads useful?’ and 3) what is useful in your purchase decision for big ticket items and/or low-cost items?

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What Consumers Think of Ads by Augustine Fou Marketing Consigliere

  1. 1. Augustine Fou- 1 - What Consumers Think of Ads Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com March 2014
  2. 2. Augustine Fou- 2 - Author‟s Commentary “From our custom research with N = 5,120 respondents, we triangulated the questions 1) „do you recall seeing specific kinds of ads?‟2) „are ads useful to decisionmaking?‟and 3) what is important in your decision for big ticket items vs low-cost items? We believe the combined answers yield useful insights about what consumers value at each stage of their purchase journey (or purchase „funnel‟).” -- Dr. Augustine Fou
  3. 3. Augustine Fou- 3 - Our Research Fielded March 2014
  4. 4. Augustine Fou- 4 - In the past WEEK, do you recall seeing ANY of the following types of ads? 44% Don‟t Recall ANY Ads Source: Marketing Science Custom Research, March 2014 “In the past week do you recall seeing any of the following?” N = 500
  5. 5. Augustine Fou- 5 - “Which of the following make you aware of a specific low-cost/big-ticket item” N = 1,007 Source: Marketing Science Custom Research, March 2014 45% Ads Don‟t Help Awareness low-cost item big-ticket item Of those who do think ads help awareness, „ads on TV‟ were most useful for both big-ticket as well as low-cost items.
  6. 6. Augustine Fou- 6 - “Which of the following help you decide to buy a specific low-cost/big-ticket item” N = 1,000 Source: Marketing Science Custom Research, March 2014 70% Ads Don‟t Help Decision big-ticket item low-cost item
  7. 7. Augustine Fou- 7 - • Recommendations from friends • Consumer opinions/ratings posted online big-ticket item low-cost item Recommendations most influential N = 1,573 Source: Marketing Science Custom Research, March 2014
  8. 8. Augustine Fou- 8 - big-ticket item User Reviews Most Important Source: Marketing Science Custom Research, March 2014 N = 1,038 low-cost item
  9. 9. Augustine Fou- 9 - Once you become aware of a new LOW COST item, what do you do NEXT? Immediately After Awareness Source: Marketing Science Custom Research, March 2014
  10. 10. Augustine Fou- 10 - Related Research Q1 2014
  11. 11. Augustine Fou- 11 - Users Ignore Ads When Researching Source: Harris Interactive via MarketingCharts Feb 2014 In digital consumers are in research mode In offline channels users are open to ideas
  12. 12. Augustine Fou- 12 - Young U.S. Consumers‟ Attitudes Source: Millward Brown March 2014
  13. 13. Augustine Fou- 13 - Role of the Channel 0% 20% 40% 60% 80% 100% Email Mobile App Direct Mail SMS Text Message Website Social Media (not paid) Search Radio Print Ads Online Display Ads Social Display Ads TV Greeter (Awareness) Influencer (Consideration) Closer (Decision) Source: Experian Marketing Services March 2014 Sorted by Awareness
  14. 14. Augustine Fou- 14 - Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. One main area of focus is reducing ad waste due to fraud – fake impressions, clicks, leads, and sales.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
  15. 15. Augustine Fou- 15 - Related Articles Augustine Fou- 15 - http://www.slideshare.net/augustinefou/why-digital-tactics-kick-traditional-tactics-in-cost- effectiveness http://www.slideshare.net/augustinefou/why-users-interact-with-ads-by-augustine-fou http://www.slideshare.net/augustinefou/video-ads-vs-tv-ads-by-the-numbers-comparison-by- augustine-fou http://www.slideshare.net/augustinefou/mythbusting-tv-advertising-by-augustine-fou http://www.slideshare.net/augustinefou/digital-channel-comparison-for-customer-acquisition- by-augustine-fou http://www.slideshare.net/augustinefou/branding-dollars-shift-from-tv-to-digital-video-by- augustine-fou http://www.slideshare.net/augustinefou/digital-ad-spending-branding-vs-direct-response-by- augustine-fou

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