In a recent study by Harris Polls, Print Media (primarily Newspaper and Magazine Advertisements) scored the highest percentages among U.S. Adults as the advertising medium most used to help find a bargain.
In a world where we are becoming dependent upon “staying connected” and always having web access, it is refreshing to see that people of all ages still read the newspaper and respond to its advertising messages.
Not surprisingly, however, online advertisements came in 2nd place followed by direct mail and catalogs.
It should be interesting to see if the percentages shift over the course of the next several years. With the booming sales of web-ready cell phones, and the decrease in the circulation of newspapers, the future effectiveness of advertising could be lying in the palms of our hands - - literally.
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Advertising Most Likely to Help Find Bargain - Age
(Base: All U.S. adults; % of Category Respondents)
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Age
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Total
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18-34
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35-44
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45-54
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Newspaper/Magazine advertisements
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23%
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15%
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16%
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24%
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33%
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Online advertisements
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18%
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22%
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26%
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17%
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12%
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Direct mail and catalogs
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12%
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13%
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13%
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14%
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10%
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Television commercials
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11%
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17%
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12%
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8%
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7%
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Radio
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2%
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2%
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3%
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< .5%
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1%
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None- the type of ad makes no
difference
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34 %
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31%
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31%
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36%
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36%
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Source: Harris Polls, January 2010
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