For CMO & Marketing Leadership Professionals

Primary Analyst Photo	Document Information	Rate this Document
	January 27, 2010 Why Consideration And Preference Are A Priority Marketing Leaders Should Shift Budgets For Regular Purchases by David M. Cooperstein with Kim Le Quoc, Jean-Yves Lugo	Average: 7  (1 rating)

This is an excerpt

Executive Summary

Marketing leaders still spend more money to create awareness — the beginning of the marketing funnel — than they spend on consideration and preference. Despite these investments, most US consumers told us they usually start shopping without a specific brand in mind but with a research focus to find the product they want. To effectively engage with these consumers, marketing executives need to shift their marketing budgets from the beginning to the center of the funnel to increase consideration and preference. Traditional media like television or newspapers will not be as useful here, as consumers respond better to in-store information, peer advice, and the Internet to make their purchase decisions.

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.