Media Search Increases Post-Purchase

Bought the Sony TV. Talked to Dad, he was useless. Searched for price info, looked at retailer's ad, useful. I can score you on the purchase funnel ... it's a non-linear process. Shoppers move into and out of media, look for advice, may move back into same media and move back again AFTER purchase. Why?

"Want to make sure you didn't get screwed in the process," says IPG's John Ross.

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