Thought leadership

Advertising is deemed to be the most important component of the promotional mix by those in the UK whose roles incorporate marketing, including the use of channels such as social media and search engine optimization (SEO).

This was the finding of a study carried out by Cint undertaken to investigate people’s attitudes regarding the practice of marketing and gauged opinions of the sector as a whole. 

A total of 486 people, all of whom had previously performed market research, were polled from the United States, United Kingdom, Spain, Sweden and Germany.

One in three percent of those surveyed in the UK cited ‘advertising’ as the most important function within marketing, followed by ‘public relations’ and ‘social media’, both seen as most popular by 21% of those polled. The opinions of those in the UK differ from their US counterparts, who chose ‘public relations’ as the most important tool. In Germany and Sweden, more respondents chose ‘social media’. However, individuals polled in Spain also cited ‘advertising’ as the most important channel.

Hilary Shapiro, Global Marketing Director at Cint, comments: “It is interesting that a third of qualified respondents in the UK placed such importance on advertising as a tool for promoting their products or services. Despite the growth of ‘new media’ platforms,  including online community establishment, search engine optimization and social media, the traditional practice of advertising is still considered to play a significant role – although the growth of online as a channel for this may have had some impact.”

“When commencing this study, as with any piece of market research, it was essential to reach individuals most applicable to our requirements. We easily identified professionals from each country through Cint Access, the DIY market research solution, and received results in hours. Marketing specialists should be utilizing such tools in order to obtain the opinions of their target markets as well as to develop their marketing strategies more effectively.”

The study was carried out using self-service sampling solution, Cint Access, which allows users to deploy an online survey to double opted-in, verified individuals matching their exact profiling requirements in less than seven minutes. Cint’s range of market insight software offers businesses and brands access to the opinions of over 7.5 million people in 50 countries. These individuals are recruited through hundreds of reputable panel owners like publishers, local media outlets, brands and non-profits.


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