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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