TV and The Funnel, Crowdsourcing Creativity

Study Shows TV’s Impact on Consumer Purchasing Behavior
At a time when economic conditions make it more important than ever to maximize their advertising expenditures to get consumers to purchase their goods, the study examines the role of television advertising in driving consumer actions throughout the purchase decision process; how television interacts with other media platforms and how purchase decisions are made as a result of interactions with media. The study looks at the “Purchase Funnel,” a continuum that tracks a consumer from when he first becomes aware of a product through his actual purchase.


Can Creativity Be Crowdsourced?
Much has been made of savvy marketers using “crowdsourcing” to connect their brands with customers, and of the success of crowdsourced programs like Dell‘s IdeaStorm, Starbucks‘ MyStarbucksIdea, The Netflix Prize and Lego‘s invite-only community. Garrick Schmitt notes that a much different discussion has now emerged as crowdsourcing is starting to change the very way we think about creativity, both online and off.

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