In answer to the question, ‘Which are the most important factors which make you buy a brand or product that you haven’t bought before?’, 63% of Europeans cited endorsements,45% above the line advertising and 62% below the line, according to research carried out by Mintel amongst 7,356 adults in 7 European countries. They do point out however that the results do not take into account the subliminal nature of advertising.
The influence of above the line advertising across each of the participating counties was as follows:
Any
TV
Radio
Mags/
Cinema
Adv
Nprs
%
%
%
%
%
Europe
45
36
6
19
2
Belgium
44
37
10
12
2
France
55
41
9
29
3
Germany
42
34
7
19
1
Italy
50
43
3
21
1
N’lands
44
36
8
21
1
Spain
31
26
6
9
1
GB
42
35
4
16
1
Clearly TV has the greatest influence across Europe, followed by magazine and newspapers at 36% and 19% respectively. The above figures do however show regional differences – the main ‘trend bucker’ being Spain which would appear to be far less influenced by advertising than any other country.
The influence of below the line advertising was as follows:
Any
Disc/Money
Free Trl
ICatch
%
Off Cpnsf
Sample
Pkging
Europe
62
44
37
12
Belgium
52
36
32
6
France
83
67
58
21
Germany
66
45
40
10
Italy
59
39
33
13
N’lands
45
22
33
4
Spain
42
30
15
7
GB
60
41
32
11
Source: NOP/Mintel
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