Wednesday, 10 January 2007

So how much more cost effective is Interactive television?

Interactive communication is really much more cost effective!

Professor E.L. Roberto, PhD, Coca-Cola Foundation Professor of International Marketing reviewed the £5 million of independent research conducted on behalf of Shopper’s Voice and provided this summary as to the techniques cost efficiency:

"The Shopper’s Voice participating advertisements generated recall scores that are more than 50% productive than normal advertising. The effect on purchase intention is just as impressive if not much more.

All these productivity increments are attainable at a reasonably inexpensive budget. One Shopper’s Voice Client revealed that for its participating brand, its quarter television expenditure was $5.7 million as compared to its Shopper’s Voice budget of $0.5 million.

This 1:10 ratio has been obtained in Shopper’s Voice experience in other countries."

Source: AGB: Gallup: Martyn Research: Bourke: NOP. City Insights & more.

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