Just under half of Irish consumers say advertising is either important or very important in influencing their decision when choosing between similar products or services, new research carried out on behalf of the Institute of Advertising Practitioners in Ireland (IAPI) by Core indicates. The research underlines the role of marketing communications in telling the brand story.
The study also underlines a connection with consumers to drive revenue growth and sustainable value. The research was conducted ahead of its ‘Putting Brand at the Heart of your Financial Strategy’ conference, held in tandem with the Institute of Directors (IoD) to discuss the importance of placing brand at the heart of a business’ financial strategy.
Just under half (49 per cent) of Irish consumers say advertising is an important influence when choosing between similar products. Two in five (41 per cent) Irish consumers are encouraged to choose a brand with a clever or memorable ad campaign.
Pictured are Charley Stoney, CEO, IAPI and Jimmy Murphy, president, IAPI of Publicis