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BizReport : Research archives : June 12, 2007


Product placement best for electronic purchases

All product placements are not created equal. According to a recent BIGresearch survey, consumers are most likely to respond to product placements of electronics.

by Kristina Knight

The Simultaneous Media Survey from BIGresearch followed more than 15,000 consumers, asking about product placements. Researchers found that more consumers are influenced by electronics product placements (12.6%) than any other category. Grocery product placements influenced 12.4% of consumers and just over 10% were influenced by apparel product placements. Home improvements (6%) and vehicle (6%) product placements rounded out the top five categories.

However, product placements have to be carefully considered or they will fall flat.

Gary Drenik, President & CEO of BIGresearch, said "Today's consumer knows when they are being manipulated and product placements must be carefully planned... or... risk being ignored."

African-American, Asian and Hispanic consumers are most likely to be influenced by electronics product placements, so placing these in media that are heavily targeted to those demographics will likely have better results.

How else are consumers influenced to buy certain products? Television programs (32.3%) and advertisements are most likely to garner consumer attention, followed by newspapers (32%) and Internet (22%) as the best alternatives. Radio is another option, however with only 19% of consumers' attention, those dollars would likely be better spent elsewhere.






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