Brand Bias, Not Last-Click Ads, Drives Most Buying Decisions

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A new report from WPP Media challenges some of the most widely held assumptions in advertising, arguing that consumer decisions are shaped long before people actively shop, and that reach and attention alone are insufficient to drive growth.

Drawing on a database of 1.2 million consumer purchase journeys across more than 200 categories and 47 countries, the study contends that influence, receptivity and brand priming are the real levers behind consumer choice, not simply exposure to advertising.

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