Consumers rank inserts, circulars above TV ads
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It is no surprise that a print/direct media agency found that their own media choice ranks over others, with consumers. Naturally there is some bias to be expected in this “study.” However, that doesn’t mean the report is wisely disregarded in its entirety. Veritas has identified valid reasons for why consumers do refer to circulars. And clearly, circulars do work, otherwise businesses would not continue to use them.
The question is, what can you take away from this study and apply to your small business? ##
Source: Progressive Grocer
BALTIMORE – Almost half of all consumers think inserts and circulars are the advertising methods that best capture their attention, according to research released yesterday by Vertis Communications here, a provider of print advertising, direct marketing solutions, and related value-added services to retail and consumer services companies.
Vertis said in its “Vertis Customer Focus 2008: Retail Study,” that 47 percent of Americans cited inserts and circulars as the most effective, a 9 percent increase since 2003. Also according to the report, inserts and circulars have surpassed TV advertising as the medium most able to draw consumer attention.
93 percent of consumers who read the pieces use them for more than just price comparisons. Specifically, the study found that over 50 percent of those who read them do so for at least three reasons: clipping coupons, assisting in making shopping lists for future store trips, and browsing for new products or styles.
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