Newspaper inserts, direct mail drive consumers to stores: RAMA

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Newspaper inserts and direct mail do a better job of influencing consumers to shop at a particular store than e-mail or Internet advertising, according to a new survey from the Retail Advertising and Marketing Association.

The survey, conducted for Washington-based RAMA by BIGresearch, polled 7,828 consumers from Dec. 5 to 13.

The top five media influences on where consumers shop are coupons at 38.7 percent; newspaper inserts at 34.9 percent; word of mouth at 29 percent; television/broadcast ads at 24.6 percent; and direct mail at 19.4 percent.

The top three holiday TV ads this year come from Target, Wal-Mart and Best Buy, per the survey.

Companies rounding out consumers' top 10 favorite holiday TV ads include Macy's, J.C. Penney, Big Lots, Kmart, Old Navy, Kohl's and Gap.

According to the survey, 16.9 percent of consumers said that their favorite holiday advertisement persuaded them to shop with a specific retailer. Young adults between the ages of 18 and 24 years old were more likely to have a specific preference for holiday TV ads, with 34.2 percent of them being able to name a favorite ad.

In comparison, only 26.2 percent of all adults could name a favorite ad. Additionally, young adults were more likely than other shoppers to say that holiday television ads sent them to specific stores.

The takeaway from this research is that young adults are observant and inquisitive, according to Bigresearch. Retailers can maximize their exposure with this group by combining cutting-edge online advertising with TV ads.

Overall, only 8.8 percent of respondents said Internet advertising influenced them to shop at a particular store. However, for the 18 to 24 age group, the number rises to 15.1 percent.

A smaller increase is seen for e-mail advertising, which influenced 9.8 percent of consumers overall and 11 percent of those in the 18 to 24 group. Blogging influenced 0.7 percent of consumers overall and 1.6 percent of those in the 18 to 24 age group.

Conversely, the impact of newspaper inserts drops with this group to 19.7 percent from 34.9 percent overall.

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