BEIJING Television remains the media channel of choice in China, according to ZenithOptimedia's Insights DNA, which has just launched in the mainland.
The survey, which seeks to reverse track consumer journeys from the point of purchase to the initial media encounter, is aimed at allowing marketers to evaluate which parts of the marketing budgets are working effectively, according to Zenith's regional director of communications planning, Guy Abrahams.
"What we found is that it's really the medium combined with the message. As media inflation hits marketers budgets more severely, they need more advice on how to allocate their budget for an improved ROI," he said.
The study - launched in several markets in Asia-Pacific - also includes tools for brand mapping and brand affinity among consumers, and marks the first such foray into the key China market.
According to the China study, television was ranked as the leading influencer of brand choice, with 79 per cent of respondents ranking it number one.
In-store advertising displays ranked second with 70 per cent, and TV programme sponsorship third with 65 per cent.
Discounts and newspaper advertising rounded out the top five channels with 65 and 63 per cent respectively. Online and radio, ranked 17th and 18th, managed 44 per cent each.
"What we're trying to do is get our clients to think beyond their traditional media, and look at which channels can produce the best results," said Abrahams.
Synovate carried out the fieldwork for the survey, which utilised a database of close to 10,000 consumers.
