Industry News
Posted on 13/12/2007
Leaflets most effective form of direct mail, study shows
Flyers and leaflets are the most effective form of offline advertising, according to new industry research.
A GfK survey of advertising in the German retail sector showed that seven out of ten purchasing decisions made by consumers are influenced by flyers and leaflets.
The survey, entitled POS measures in the hypermarkets, also found that store managers particularly like using sampling campaigns with promotional teams in a bid to promote sales.
Flyers and leaflets are more popular with women than men and people aged 50 and over pay more attention to promotional teams than younger consumers do, the findings indicated.
Researchers also found that there is a boom in the use of coupons and discount vouchers. I
In 2002, this type of measure was used by around half of manufacturers while last year, three quarters of companies employed such loyalty campaigns to promote sales of their products.
The GfK Group is the number five market research organisation in the world, with over 8,400 employees who offer market research services for 90 countries.
© Adfero Ltd
Posted on 13/12/2007
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