Picking the Right Media for the Job

• Posted: Monday, March 03, 2008
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• Author: pradhana
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• Filed under: Advertising, Internet Advertising, Marketing, Online Advertising

Where do you look when you want to buy?

If user penetration and usage were all that mattered in marketing, television would get all the attention and budget.

But it doesn't. Depending on who is being targeted, when, and at which stage of the consumer buying process, a range of media could be considered most effective. The popularity and influence of different media can also change over time. A few recent studies illustrate this point.

Advertising inserts are still influential when it comes to making purchasing decisions, according to the Vertis-commissioned "Retail 2008: Media" study, conducted by Marshall Marketing & Communications.

More than one-quarter of US adults surveyed said that inserts had affected their buying decision, down from the 30% who said so in 2004.

"This research proves advertising inserts and circulars are a valuable marketing tool, even in a day and age when consumers are constantly being bombarded by marketing messages,” said Scott Marden, director of marketing research for Vertis.

Read more - eMarketer

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