Family, Friends Most Influential On Shoppers

ADVERTISING AGE MOBILE -- Apr 9 -- Word-of-mouth, especially from family and friends, may be one of the greatest influences on brand choice according to ZenithOptimedia's Touchpoints ROI Tracker, comprising over 300,000 interviews across 34 countries and covering more than 4,000 brands in 126 product and service categories. Consumer touchpoints were each given a "contact clout factor," a number on a scale of 1 to 100 that indicates the relative influence of the touchpoint on purchasing. Recommendations from family and friends led the pack with an average score of 84. TV ads and Internet search were next, with an average score of 69 and 67, followed by magazine ads at 60, newspaper ads at 55, outdoor ads at 45, radio ads at 42, and Internet banner ads at 41. FULL ARTICLE @ ADVERTISING AGE MOBILE 

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