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  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
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OCT 2007

Study: TV Spots Reduce Consumers' Sensitivity to Price Change†

Latest Apollo Findings Come as Project Looks to Move Out of Pilot Stage

Advertising Age, October 11, 2007 — TV ads really do reduce sensitivity to price differences, particularly when consumers are frequent buyers in a category, according to new research from the Apollo pilot project, which is tracking consumers' media and shopping habits.

The study by Apollo, which combines media-exposure data collected from consumers using Arbitron's Portable People Meters with purchase data culled from Nielsen Co.'s ACNielsen Homescan consumer panel, found exposure to TV ads decreases consumers' tendency to react to price changes.

Category: Marketing Effectiveness
Tags: Advertising, Pricing

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