The most influential medium (TV/word of mouth/Radio/The Papers/Billboards) is _________________

tell me abt it. which do you think is the most influential medium. i am thinking through before I do my marketing plan for my company.

I believe the most influential medium is word of mouth. When I want to know about a beauty product, a TV show, a movie, I ask other people. I want to know from someone I know how good something is. I have had people ask me for advice about cleaning products or makeup and then go out and buy it and tell me I was really right. Sometimes I go to amazon.com or imdb.com to get an idea of what a book or movie is about. I would say second - at least in my case, would be TV. I live alone and nearly always have the TV on. After listening to every celebrity under the sun go on and on and on for 20 minutes or so about Proactiv, I am convinced that my skin would look much better if I got some.

Television is still tops....

Television offers the greatest range of advertising qualities. It is set apart from the competing media by its ability to offer sight, sound and motion to generate an emotional response. More specifically, advertisers choose television because of the following:

Brand Image
The power of television advertising can be used creatively by advertisers to differentiate themselves from the competition and develop a unique persona that implies credibility, quality and service. By using the qualities of television (sight, sound and motion) advertisers can generate a level of trust, emotion and excitement that cannot be created as well through the use of any other medium. This can help to create a long lasting and memorable brand and corporate image.

Consumers' Perceptions
Canadians enjoy television. The average Canadian Adult Aged 18+ spends almost 24 hours per week watching television (Source: BBM Nielsen Media Research 2007). According to 2005 ComQuest OmniVU survey, television continues to be Canadians' most influential form of advertising. The study also confirms that traditional advertising - including television - is seen
at the most engaging medium over other major media.

Cost
Many advertisers have the perception that television commercial production costs prohibit their use of the medium. While commercials can be expensive, smaller advertisers with limited budgets can also undertake successful productions. A big idea, wit, focus and clarity of message can make the advertiser a winner in consumers' minds despite a very small production budget.

Demonstration Capabilities
The ability to show products in action can easily introduce new products to consumers.

Person-to-Person Communication
Ideal person-to-person communication is achieved through a combination of both the spoken word and unspoken elements such as body language and gestures. With both visual and sound capabilities, television comes closer than any other medium to offering the ideal person-to-person communications.

Retention
People learn through their senses. By stimulating more senses, the message is more likely to be noticed and learned. Television appeals to the sight and sound senses. The combined power of sight, sound, motion and emotion create a synergistic effect that is more effective than when individual senses are stimulated.

Depends what you mean by influential... word of mouth is powerful in helping your business succeed - but only if you aren't aftraid to ask for referrals and testimonials. Most businesses never do a good job at that.

Depending on your business and your market - all other forms of marketing can work IF you give them time - running a radio spot a few times a week won't do it. Also you need to consider your audience - where are they and how can you talk to them in the most cost efficient manner. Any medium will be effective if you have a good ad and you invest in if for the long haul - in a place that reaches your target.

Good luck!

gary spivey!!!!!! www.garyspivey.com

Word of Mouth is your most influential. If you trust someones opinion and taste and they recommend something you are very likely to try it. If you are building your brand you will also need all the others in addition to PR to establish yourself as a reputable brand.

1. TV - your most powerful retentive senses are used
sight and sound (which are more powerful together than each alone)

2. Radio - audience reach and retentive sense of hearing. Why do you think the music business is so big!

3. Print - retentive sense of sight and impressions can be repeated by referring to paper or magazine again and again

4. Outdoor - sense of sight ,yet brief ( generally you only have 8 seconds to view a billboard ) and is good for reaching specific area by repeated traffic flow

5. Word of mouth - people more often speak about a negative experience rather than a positive one.

The other way to rate theses mediums is the expense. The more audience delivered, the higher the cost and effectiveness.

Of course you have to look at who your customer is and the most effective way to reach them.

Ultimately, it all depends on what you are selling and who you are selling to

I hope this helps.

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