trust in media
Source: Trust in Media report – Mediabrands Marketing Sciences, Alpha.One and Sanoma
Unconscious influence of trust on advertising effects
Because trust also has an unconscious component, the impact of trust in media on the effects of advertising in those media was measured, together with neuroscientists from Alpha.One, with an Implicit Association Test (IAT). This involves the reaction speed of the respondent and can measure unconscious associations, as well as the strength of those associations.
During this second study, 1,203 respondents viewed an advertisement in a magazine or an online environment. Their unconscious associations were then examined. Subscribers were also compared to non-subscribers.
The respondents viewed an advertisement (from Eyelove, VakantieXperts or Quooker) placed in an online (website) or offline (magazine) environment. They then performed the IA test, in which brand preference was measured.
What is the effect of print versus digital advertising on purchase intent, brand preference, and perceived brand trust?
What is the difference in advertising effect denmark telegram data between frequent readers and infrequent readers of a title? And is there a difference between branded versus non-branded Facebook pages?
Results
The results are convincing (significant). A magazine environment scores better than an online environment for an advertisement, especially among loyal readers. The brand preference and purchase intention of a brand that advertises in a print environment are higher than for a brand that advertises in an online environment. This applies even more to loyal subscribers of a magazine. Readers show a 6 percent higher purchase intention for print advertisements compared to online advertisements.
It was expected that a Facebook page with a reliable title would generate more advertising effects than a personal Facebook page. However, this is not the case. There appears to be no significant difference between these pages in terms of advertising effects.
The impact of a reliable advertising platform
During the third study, 2,398 respondents viewed advertisements on various online advertising platforms. The unconscious brand associations were then mapped. The frequency of visits, perceived trust of the advertising platform and the extent to which the respondent personally already has good trust were taken into account.