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In the midst of a recession, consumers credit media advertising with influencing their purchase considerations, according to a study by Yankelovich and the Television Bureau of Advertising released during a presentation in New York on Wednesday (April 15). The study examined how much influence advertising had on a consumer’s purchase decision, depending on where the consumer was in the purchase cycle.
The study found that in general, media impacts 80 percent of consumers in the awareness phase of the purchase cycle declining to about 53 percent at the transaction phase.
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