David, I agree. A recommendation from someone I trust is the greatest influence on my decision making -- business or personal. However, print advertising can greatly influence my perception of a brand and product. When I am looking for where to buy that product -- or to solve a problem -- I think "search" plays a pivotal role. Point: It's not an either/or world we live in -- marketers have to understand how customers form opinions and perceptions -- as well as the steps they go through to turn those perceptions in to a purchase.
Agreed. I think publishers need to focus on the steps customers take to make a purchase as well. We should be helping marketers see the whole picture, and not just try to peddle what we have available.
When we just try to sell an ad page, we're just as bad as the surveys that rank trade advertising against direct mail or trade shows or salespeople. We need to stop being either/or, in other words.
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