A new study conducted by MORI Research, commissioned by the Newspaper Association of America (NAA), reveals that U.S. consumers say they rely on newspaper advertisements more than ads in any other medium when they are planning, shopping and making purchase decisions.
Findings include:
- 59% of adults identify newspapers as the medium they use to help plan shopping or make purchase decisions.
Among respondents who say they "took action" as a result of newspaper advertising:
- 61% clipped a coupon
- 50% bought something
- 27% tried something for the first time
- 73% of adults regularly or occasionally read newspaper inserts
- 82% have been spurred to action by a newspaper insert in the past month
"Newspaper advertising remains the most powerful tool for advertisers who want to motivate consumers to take action," said NAA President and CEO John Sturm.
I can attest to this. Just last Sunday I read our local paper and took out coupons for several items I actually need to buy, and I went to the store that day and got them. I also attended a side-walk sale as a result of reading it in the paper, and will go blueberry picking this week based on another ad I saw!Print advertising is not a dying media...it still has a place and creates action in the minds of consumers, just as Sturm says.
Other advertising research studies show that when consumer are using the Yellow Pages to look up a business in their local area, 60% prefer to dial a toll-free vanity 800 number in order to reach a business.
Check out sample print ads using vanity 800 numbers as the direct-response tool.
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