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Print in the Mix

Mix of Media Used in Purchasing Decisions

Neutral, informal word-of mouth communication on behalf of a preferred brand or vendor can have a significant, far-reaching impact on consumers looking to make a purchase, according to a survey conducted by Harris Interactive.

The survey found that when it comes to getting information to help them with purchase decisions, American adults of all ages use a mixture of traditional media and means (face-to-face, print advertising, phone calls) and online media (company Websites, review-oriented Websites). Social media was the least frequently cited source for purchase decision information.