Coupons, Newspaper Inserts Influence Shoppers
We're a little tardy with this study, which was released before the holidays, but its conclusions are valid throughout the year. It's also appropriate that we waited until now because we're in Chicago right now at the Retail Advertising Conference run by RAMA, the same folks who did this study (together with BIGresearch). Enough with the intro, let's get to the findings...
BrandWeek, eMarketer and Promo covered the report's two main findings. First, Target, Wal-Mart and Macy's had the holiday ads people liked the best and managed to persuade 17% of consumers to shop with a specific retailer (another 31% said they already planned to shop there).
Second, and more important as an overall lesson, some advertising channels are significantly more effective than TV - 35% said coupons influenced their shopping decisions, 30% said the same about newspaper inserts, while 22% relied on word-of-mouth. Rounding out the top five - TV at 21% and direct mail at 16%. Noticeably absent were any digital promotions, although several of the tactics mentioned by respondents have digital analogs (electronics coupons, word of mouth by e-mail, etc.).
These numbers are, of course, influenced by age, gender, income and geography. Some of the most significant findings - for example, newspaper inserts influenced 38% of those over 65 and only 18% for those under 24, while online ads influenced 5% for those over 65 compared to 15% for those under 24. I think the trend is pretty clear!
Another related study, commissioned by Vertis and covered by Progressive Grocer, MediaPost and Direct, shows that advertising inserts have surpassed television to become the most influential media for consumers. 27% of adults indicated they look for information in advertising inserts as part of making a purchase decision (up from 19% ten years ago), while TV ads are now the main influencer for only 8% of consumers (compared to 22% ten years ago). Additional findings from this study indicate that:
Posted by Universal Ad
BrandWeek, eMarketer and Promo covered the report's two main findings. First, Target, Wal-Mart and Macy's had the holiday ads people liked the best and managed to persuade 17% of consumers to shop with a specific retailer (another 31% said they already planned to shop there).
Second, and more important as an overall lesson, some advertising channels are significantly more effective than TV - 35% said coupons influenced their shopping decisions, 30% said the same about newspaper inserts, while 22% relied on word-of-mouth. Rounding out the top five - TV at 21% and direct mail at 16%. Noticeably absent were any digital promotions, although several of the tactics mentioned by respondents have digital analogs (electronics coupons, word of mouth by e-mail, etc.).
These numbers are, of course, influenced by age, gender, income and geography. Some of the most significant findings - for example, newspaper inserts influenced 38% of those over 65 and only 18% for those under 24, while online ads influenced 5% for those over 65 compared to 15% for those under 24. I think the trend is pretty clear!
Another related study, commissioned by Vertis and covered by Progressive Grocer, MediaPost and Direct, shows that advertising inserts have surpassed television to become the most influential media for consumers. 27% of adults indicated they look for information in advertising inserts as part of making a purchase decision (up from 19% ten years ago), while TV ads are now the main influencer for only 8% of consumers (compared to 22% ten years ago). Additional findings from this study indicate that:
- Women have become more involved in the decision making process for purchasing home electronics products (91% of women 18 to 24, compared to 69% in 1998).
- Before going to a store, 57% of adults will look through advertising circulars, 50% will conduct research on the Internet, and 38% will use catalogs to obtain additional information
- In 2004, 31% of adults said they entered a store without any prior research; this number fell to 17% in 2008
- The Marx Promotion Intelligence report proves that coupons and inserts are as valuable as ever. According to their statistics, in 2007 nearly 200 billion FSI pages in Sunday newspapers (-1% compared to 2006) delivered 257 billion coupons (+1.5% compared to 2006) totaling over $320 billion in consumer incentives and average face values increasing over 6.4% to a record high of $1.26.
- A poll conducted by Shopsmart magazine (covered by Retail Merchandiser) found that using coupons and store-loyalty cards saves over 10% a year on groceries. Additional findings - over half (55%) of female coupon clippers bought a different brand than usual because of a coupon offer, and nearly one-third (30%) of respondents made a special trip to the store just to use a coupon.
Posted by Universal Ad
Comments