Consumers 'Love' Reading Those Inserts, Study Claims

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A new study says consumers have an emotional connection and are engaged with preprinted inserts, including 59 percent of people surveyed saying they "love reading inserts."

The survey commissioned by marketing services firm Valassis is part of a two-phase study conducted by Ipsos Insight. It was commissioned to gain an understanding of consumer shopping behavior and the role that newspaper preprinted inserts, compared to other media, play in the purchasing process.

Results also show that 73 percent of consumers, age 18 and older, believe inserts are not intrusive like other advertising media because they can be viewed when they choose. For the advertiser, this means consumers are receptive to inserts because they have chosen to engage with them, Valassis said.

In addition 87 percent of respondents said they would actually visit a store based on learning about it in an insert and 70 percent said they would purchase the item advertised in the insert, as well as additional items. The survey also found that preprints resonate with the consumer, driving incremental traffic with store visits and increasing the basket sizes with impulse purchases.

Valassis, one of the largest media buyers in the United States, works with 92 of the 100 leading national advertisers, and delivers more than 10 billion media impressions annually.

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