The Choice of an Advertising Medium Can Influence Consumer Perception -- JCDecaux

JCDecaux Airports conducted a new study this past fall testing how the choice of an advertising medium can influence consumer perception of a brandMethodologyamp8226 Respondents were required to answer questions regarding product price and quality perceptionamp8226 500 survey respondents were chosen per environment airport transit etcamp8226 Fictitious advertising campaigns were developed across a range of categories fragrance Scotch whisky hotels and technology and assessed on various media outlets such as airports transit print TV and moreKey FindingsBrands advertising in airports are viewed as prestigious and of higher valueamp8226 Products advertised in airports produced the highest price perception across ALL categories ie fragrances advertised in airports were perceived to cost an average of 45 compared to a mean of around 39amp8226 Whisky and hotel results were similar airport advertising drawing the highest price perception against other media typesamp8226 Ads regarding new technologies were ranked most prestigious when viewed in airportsThe amp8220World of Possibilityamp8221 study solidifies that the airport transfers a perceived value onto any brand in the airport environment Brands advertising in the airport will potentially be thought of as prestigious and of higher value Thereamp8217s something special about the consumer mindset in airports without exception seeing a brand on a panel at an airport makes a brand feel more valuable Airports offer a trinity of factors that help elevate brands when compared to other media formats an iconic environment and architecture a mamp233lange of cultures and the worldamp8217s greatest brands Itamp8217s a desirable marketing environment and indeed opens up a whole new world of possibilityJCDecaux North America Inc is part of JCDecaux OutofHome Media Group an international media and communications company founded in 1964 It is the number one outdoor advertising company in the world as well as the market leader in Asia Pacific and Latin America For more information visit wwwjcdecauxnacomRead all JCDecaux39s MediaBizBloggers commentaries at JCDecaux OutofHome MediaCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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The Choice of an Advertising Medium Can Influence Consumer Perception -- JCDecaux

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The Choice of an Advertising Medium Can Influence Consumer Perception -- JCDecaux

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