Although the media landscape continues to splinter, one fact remains the same. When it comes to influencing consumers to buy, consumers still rely on word of mouth first.
This does not mean that campaigns deploying media are negated. On the contrary, traditional media does have a role and television still ranks the highest in influencing purchasing behavior. This also ties back neatly to the fact that television still has the largest share of time spent by consumers. Other media that can contribute to influence buying includes print (magazines/newspapers), movie theaters, radio, social media, emails, and celebrity ambassadors.
