Charity sector insights07 March 2014
According to Nielsen*, Australian advertisers spent almost $9.6 billion in the year to 30 June 2013. However, media fragmentation has been accompanied by growing confusion over what channels are most likely to give marketers and businesses solid returns on investment.
We surveyed over 9,000 Australians to find out their views on advertising and the effectiveness of communication channels and compiled the results in our report, "Creating connections that matter: how Australians want to hear from brands".
In the report:
The Charity sector Insights report explores the consumer responses to scenarios involving charities. Insights include:
- The top five channels consumers consider to be most effective for advertising.
- How current marketing spend correlates with consumer channel preferences.
- Which channels consumers find most useful when making a decision to support a new charity to switching their support from one to another.
- Channel preference for keeping informed on how donations are being spent.
*Source: Nielsen AIS data, July 2011 - June 2013