Capturing the attention of consumers – is an advertisement or commercial better?

Posted on July 14, 2012 by admin

Lately, I’ve been wondering: is it harder to relay information in an advertisement or a commercial?

A print advertisement is a one-dimensional medium that’s typically not interactive. Unless you consider a beauty product (i.e.perfume, lotion, etc) advertisement in a magazine where you can smell the product before buying.

Source: Hudson’s Bay Magazine

Online advertisements tend to be more interactive: they can be customizable, have visual images, show video, and play sound.

Source: HGTV

But a commercial is multi-dimensional, has visual images and sound.

[youtube http://www.youtube.com/watch?v=EkiU9tR3pi0&w=560&h=315]

For marketers: Ignoring budgetary constraints, what do you think is the most effective medium to engage consumers?

For consumers: do you prefer a print ad, online ad, or a commercial?

Regardless of the form (print, online, or commercial), a study conducted by communication agency Draftfcb found that, after leaning in, consumers only wait  6.5 seconds (on average) before making a decision. 6.5 seconds!

Source: Draftfcb

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