Bang for your Buck - The effectiveness of advertising in international media

Print this page
Email Icon

Email to a colleague

View or print Bang for your Buck Bang for your Buck

Adobe PDF Format - 671K

Bang for your Buck – The effectiveness of advertising in international media finds that increased advertising in international media leads to stronger brand preference, more brand recommendations, and, crucially, more product sales.

The pan-European analysis, covering travel, luxury goods and financial services categories, employed three separate approaches to assessing the effects on sales and brand attitude shifts between consumers with high and low levels of exposure to international media.

Further, consumers who have relatively high consumption of international media attach a greater importance to brand over other drivers of choice.

This new analysis suggests that an extra ten per cent of advertising expenditure in international media, by the seven national tourist boards studied (an average of $3m per year between 2001 and 2007), could have resulted in an average of 70,000 of additional visitor trips each year. And by using survey and advertising data for over 85 brands in the airline, hotel and financial services sectors, PwC found a statistically significant, positive relationship between advertising expenditure and brand preferences.

Publications Search Page

Search Publications

Contacts

Tim Ogier
+44 (0) 20 7804 5207

Related Services

Find out more

Bookmark with:

© 2010 PricewaterhouseCoopers. All rights reserved. "PricewaterhouseCoopers" and "PwC" refer to the network of member firms of PricewaterhouseCoopers International Limited (PwCIL). Each member firm is a separate legal entity and does not act as agent of PwCIL or any other member firm. PwCIL does not provide any services to clients. PwCIL is not responsible or liable for the acts or omissions of any of its member firms nor can it control the exercise of their professional judgment or bind them in any way. No member firm is responsible or liable for the acts or omissions of any other member firm nor can it control the exercise of another member firm's professional judgment or bind another member firm or PwCIL in any way.