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Multichannel
Print Outscores Other Media With Bargain Hunters
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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
(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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55+
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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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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.
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Source: Adweek, Which Ad Medium Helps Bargain Hunters Most?, January 18, 2010.
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