Print Outscores Other Media With Bargain Hunters
Consumer Attitudes
January 2010 -- A recent AdweekMedia/Harris Poll asked consumers their thoughts about the advertising vehicles most likely to assist them in searching out bargains and sales.
As reported by Adweek, "print outscored other media as a venue for ads that would help a person find bargains. Twenty-three percent of respondents said they think ads in newspapers and magazines are the most likely to help them do so. Online ads came next (at 18%), followed by direct mail/catalogs (12%), TV commercials (11%) and radio commercials (2%)."
However, the majority of respondents (34%) stated that no ad medium is more useful to them than the rest when it comes to bargain hunting.
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Advertising Most Likely to Help Find Bargain - Age |
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|
Age |
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|
|
Total |
18-34 |
35-44 |
45-54 |
55 |
|
Newspaper/Magazine advertisements |
23% |
15% |
16% |
24% |
33% |
|
Online advertisements |
18% |
22% |
26% |
17% |
12% |
|
Direct mail and catalogs |
12% |
13% |
13% |
14% |
10% |
|
Television commercials |
11% |
17% |
12% |
8% |
7% |
|
Radio |
2% |
2% |
3% |
< .5% |
1% |
|
None- the type of ad makes no |
34 % |
31% |
31% |
36% |
36% |
|
Source: Harris Polls, January 2010 |
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Adweek states, "Online ads fared best among the poll's 35-44-year-olds, with 26% picking that category. TV was strongest among the 18-34-year-olds, as 17% said it's the medium whose ads are most likely to help them find bargains," and, "consistent with their general fidelity to print, 55-plusers (33%) were the most likely to cite newspaper/magazine ads," as helpful.
Source: Adweek, Which Ad Medium Helps Bargain Hunters Most?, January 18, 2010.
