Joe Pilotta Quotes

Many retailers use their television advertising to entertain consumers as a way of engaging them but it doesn't appear that it is translating into influence to shop as far as shoppers are concerned. Based on the consumer's choice of media of influence, it seems that consumers want information and direction. Engaging commercials on TV appear not to have impact on the cognitive domain called purchasing.

- Joe Pilotta

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Retailers | Television | Advertising | Entertain | Consumers |

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Many retailers use their television advertising to entertain consumers as a way of engaging them but it doesn't appear that it is translating into influence to shop as far as shoppers are concerned. Based on the consumer's choice of media of influence, it seems that consumers want information and direction. Engaging commercials on TV appear not to have impact on the cognitive domain called purchasing. - Joe Pilotta

Most advertising ROI models only represent a scorecard of the past. We have developed a methodology and software that can be a planning tool, a communications tool, an intervention tool, and a predictive tool to help marketers' better effect the ROI of their campaigns. - Joe Pilotta

For Active Explorers, 52% say internet advertising and 49% say email advertising are the most influential media for making a purchase of a car, whereas Independents say that word of mouth, reading an article about the product or TV are the most influential. Active Explorers also use media in different day parts and engage in simultaneous media use differently than Independents. - Joe Pilotta