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Consumers Look to Print for Bargains

Wednesday, Jan 27, 2010

Michelle OBrien

 

Nearly a quarter of American consumers say newspaper and magazine ads are the best place to find bargains, compared to 18% who say they find the best deals in online ads.

In the Adweek Media/Harris Poll (via MarketingCharts), 12% said they look to direct mail and catalogs, 11% said TV commercials and just 2% said radio ads pointed them to the best bargains.

Demographics change these numbers, however. Online ads have the most appeal for those under 45 and college graduates.  Newspaper and magazine ads are more popular for older consumers. Men are more likely to say online ads help them find bargains, while women are more likely than men to prefer newspaper and magazine ads and direct mail and catalogs.

Keep in mind that the numbers show that the majority – 34% – said they don’t rely on any one particular type of ad to find bargains.

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  • connie

    Basically, this is stating what we in advertising already know. There must be a media mix to be successful with marketing programs.

    No one advertising vehicle can accomplish 100% of the exposure needed. Targeted, demographic media is certainly the way to spend $$ and then the age determines whether it is in print or on line. The older generation, however, is catching up with the on line usage.

    If there was one form of advertising that worked for all businesses, you bet I would be marketing and selling that. Until then, mix it up while targeting your buyer.