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 brand.
Methodology:
• Respondents were required to answer questions regarding product price and quality perception.
• 500 survey respondents were chosen per environment (airport, transit, etc.).
• 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 more.
Key Findings:
Brands advertising in airports are viewed as prestigious and of higher value.
• Products advertised in airports produced the highest price perception across ALL categories (i.e. fragrances advertised in airports were perceived to cost an average of $45 compared to a mean of around $39).
• Whisky and hotel results were similar; airport advertising drawing the highest price perception against other media types.
• Ads regarding new technologies were ranked most prestigious when viewed in airports.
The “World of Possibility” 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. There’s 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 mélange of cultures and the world’s greatest brands. It’s a desirable marketing environment and indeed opens up a whole new world of possibility.
JCDecaux North America, Inc. is part of JCDecaux Out-of-Home 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 www.jcdecauxna.com.
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