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Year: March 2007
Type of Promotional Material/Activity Tested:
Newspapers
Sample Population:
A strict area probability sample of nearly 216,000 (weighted) US adults, in various demographic groups, living in private households in the 48 contiguous states (Mediamark Inc.’s Doublebase 2006 study).
Methodology:
Personal interview followed by respondent-completed questionnaire (performed by MediaMark).
Metrics:
Respondents perceptions of various media (newspapers, TV, radio, magazines, and the Internet) as useful sources for information on bargains.
Independent variables:
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Demographics (including age, household income, education, number of children)
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Buying styles
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Purchases (electronics, cars, apparel, dining out, groceries
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Intent to purchase
Dependent variables:
Top Line Results:
Medium providing useful bargain information:
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Newspapers ads
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TV ads
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Radio ads
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Magazine ads
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Internet ads
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Adults of All Ages
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66% |
46% |
39% |
39% |
24% |
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Principal Shoppers
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68% |
47% |
40% |
41% |
23% |
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Newspaper advertisements are regarded by consumers as the overwhelmingly leading source (often by double-digit amounts) for information on deals and discounts:
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Newspaper ads lead regardless of age, income, education, marital status, or number of children
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Newspaper ads are the favored source for finding bargains -- for grocery shoppers, car buyers, purchasing of personal and household electronics, and more.
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Whether intending to remodel a kitchen, take a cruise, purchase big ticket electronics, or buy/lease a car -- newspaper advertisements are cited by consumers as the number one source for finding information on deals.
Take Away:
Consumers love a bargain and shoppers across demographics consistently favor newspaper advertising as the top medium in providing timely and useful information on deals. The results? Newspaper ads for bargains drive traffic into stores resulting in consumer purchases across a broad range of products and services.
Complexity rating: 1
(Complex statistical analysis scale: 1= none, 2= moderate, 3 = difficult)
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