83% of adults said past experience w/ brand main influencer in purchase decisions, says GfK Roper Consulting

Quality and price in 2nd and 3rd place

Personal recommendations in 4th place, underscoring importance of word of mouth

Consumer Reports magazine also cited as strong influencer

48% of respondents said advertising helped them decide what to buy, but 46% said not helpful

Magazines delivered highest percentage-point increase in purchase intent

Research results based on in-person interviews w/ 2K adults in Sept, Oct

Advertisers spent $2,355 per US household in 2005, says Advertising Age

Bureau of Labor Statistics says average US household spent $46,409 on goods and services in 2005

Ad spending in past 5 years averaged 2.24% of GDP

Not much change from 2.21% of GDP back in 1955