According to BIGresearch's Consumer Intentions & Actions Survey, when asked about which media were most important for determining apparel and accessories purchases, word of mouth was #1 as 56.9% of
consumers felt it was very important/important. #2 was in store promotion at 47.9% and read article on product #3 with 46.2%. TV/Cable is at 33.0%. Says BIGResearch: “Makes one wonder why percentage
of dollars allocated for TV are growing so fast, seems like more emphasis on sales promotion or public relation activities need to be given more thought.”
