Don’t Be Fooled! The Buying Cycle Starts with Mass Media

• Among all the gloomy predictions of the death of mass media comes along a startling study conducted by the National Retail Federation that indicates shoppers are getting sales event information from the mass media, then going online to do their product research, and then doing their final purchase at the retail store level.
• According to the study, “Consumers said they were most motivated to begin an online search after viewing advertisements in magazines, newspapers, on TV and from reading.”
• And what does this mean to the advertiser? It’s the ads in mass media, more so than ads online, that trigger people to go online to do their product research, which leads them to make a final purchase.

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