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October 2009

Print in the Mix

Mix of Media Used in Purchasing Decisions

Neutral, informal word-of mouth communication on behalf of a preferred brand or vendor can have a significant, far-reaching impact on consumers looking to make a purchase, according to a survey conducted by Harris Interactive.

The survey found that when it comes to getting information to help them with purchase decisions, American adults of all ages use a mixture of traditional media and means (face-to-face, print advertising, phone calls) and online media (company Websites, review-oriented Websites). Social media was the least frequently cited source for purchase decision information.

The most frequently identified methods of gathering information were:

• Using a company Website (36 percent)

• Face-to-face with a salesperson or other company rep (22 percent)

• Face-to-face with a person not associated with the company (21 percent)

Other frequently mentioned methods or sources were:

• Advertising in print media (19 percent)

• Independent Websites that have reviews (19 percent)

• Phone call to the company (16 percent)

Only 4 percent of respondents reported using social networking sites (e.g., Facebook, MySpace, LinkedIn) to gather purchase decision information.

To read this Print in the Mix Fast Fact and additional print market research studies, go to Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (
Burlington, NJ-based Barton & Cooney has selected Fred Gomberg as executive vice president of sales and marketing. Gomberg formerly spent 32 years with Webcraft/Vertis Communications.

At Rockville, MD-based Smith Litho, Paul Brisson has been promoted to manager of press operations responsible for overseeing the company's entire offset operations. He succeeds Rick Bowie, who has retired from the company after 35 years.

Michelle Wicmandy has been appointed marketing director at Houston-based Southeast Media.

Printing Industries of America named its 2009 Education Awards of Excellence academic and industry recipients: Cheryl Licklider and Charlie Benjamin, respectively. Licklider is a graphic arts instructor at the Autry Technology Center in Enid, OK. Benjamin teaches inmates at the Occupational Skills Training Center in Baltimore.

Two additions have been announced at Wichita, KS-based McCormick- Armstrong. Barry Mosley has been named an account executive covering the Midwestern and Western regions. Vic Ashcraft has also joined as an account executive, responsible for the Southern and Midwest regions.

At Houston-based Nationwide Graphics/Premier Print Organization, Chris Toomey has been tapped as the new vice president of strategic sales responsible for spearheading the company's Argosy online business initiative.

Arthur Salayda is the new business development manager at Voorhees, NJ-based A.F.L. Web Printing. He spent several years working for Evergreen Printing & Publishing and, most recently, served as vice president of sales development at Sun Chemical.

Raymond Ramirez has joined the sales team at Dallas-based Padgett Printing. Prior to joining Padgett, he owned a graphic design and printing company in Garland, TX.

The 2009-2010 board of directors of the Printing Industries Association of San Diego (PIA/SD) was installed recently. They include: chairman, for his second term, Chris Hamm, owner and president of Tabs Etc.; vice chairman, Greg Gould, owner and president of Eye/Comm; secretary and treasurer, Greg Steinke, sales and marketing manager at VQS Enterprises; and immediate past chairman, Boyd Richardson, president of RR Donnelley/Commercial Press Plant. PI



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