Here's proof your TV ads actually do something; Apollo study: Spots make consumers less sensitive to differences in pricing.(News)

Advertising Age,  October, 2007  by Neff, Jack

• E-mail
• Print
• Link

Byline: JACK NEFF

TV ads really do reduce sensitivity to price differences, particularly when consumers are frequent buyers in a category, according to new research from the Apollo pilot project, which is tracking consumers' media and shopping habits.

The study by Apollo, which combines media-exposure data collected from consumers using Arbitron's Portable People Meters with purchase data culled from Nielsen Co.'s ACNielsen Homescan consumer panel, found exposure to TV ads decreases consumers' tendency to react to price changes.

The study, involving an unnamed "Brand ...

Read the rest of this article with a Free Trial at HighBeam Research.