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February 2009

Print in the Mix
Holiday Ads: Coupons, Word of Mouth, Ad Inserts Most Influential

A December 2008 survey by the National Retail Federation’s Retail Adver- tising and Marketing Association (RAMA) and BIGResearch identified the most influential media that drove consumers to shop at a particular store this past holiday season.

While television advertisements caught shoppers’ attention, other tried-and-true marketing tactics also influenced shoppers. According to the survey, 44.6 percent of consumers said coupons were a factor in determining where to shop, up from 35.2 percent in 2007. Consumers said they were also swayed by advertising inserts (30.1 percent), newspaper ads (24.5 percent), direct mail (18.5 percent) and e-mail advertisements (15.8 percent).

According to Phil Rist of BIGResearch, budget-conscious shoppers took full advantage of coupons and special promotions this past holiday season. Consumers combed through newspaper ads and printed out e-mail offers.

Regarding holiday advertising, which of the following media influences you to shop at a particular store?

Influence — 2008 / 2007
Coupons — 44.6% / 35.2%
Word of Mouth — 32.3% / 22.7%
Advertising Inserts — 30.1% / 30.4%
TV/Broadcast (e.g., ABC, CBS, NBC, FOX, etc.) — 26.5% / 21.3%
Newspaper — 24.5% / 15.6%
In-store Promotion — 20.5% / 14.8%
Direct Mail — 18.5% / 16.1%
E-mail Advertising — 15.8% / 9.8%
Cable (e.g., CNN, Lifetime, USA, TNT, etc.) — 13.0% / 10.3%
Internet Advertising — 12.3% / .5%
Magazines — 12.1% / 8.5%
Radio — 9.7% / 9.1%
Product Placement — 4.0% / 2.5%
Outdoor Billboards — 3.1% / 3.2%
Blogging — 1.1% 0.7%
Instant Messaging (computer) — 0.6% / 0.7%
Text Messaging (cell phone) — 0.6% / 0.6%
Video (on cell phone) — 0.3% / 0.3%

To read the complete Print in the Mix research summary 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 (

Printing Industries of America announced recipients of its 2008 Best Workplace in the Americas awards. Winners in the Best of the Best category for small companies (up to 100 employees) are: Crescent Printing, Onalaska, WI; Label World Kamylon, Rochester, NY; Omaha Print, Omaha, NE; Resco Print Graphics, Hudson, WI; and Western Graphics, St. Paul, MN. Winners in the Best of the Best category for medium-size companies (101-250 employees) include: DISC Graphics, Hauppauge, NY; McNaughton & Gunn, Saline, MI; Midland Information Resource, Davenport, IA; MOSAIC, Cheverly, MD; and Worth Higgins & Assoc., Richmond, VA. Large company/multi-plant (251+ employees) honorees include: American Packaging, Rochester, NY; Malloy Inc., Ann Arbor, MI; The Sheridan Press, Hanover, PA; SmartHealth, Phoenix; Suttle-Straus Inc., Waunakee, WI; and Times Printing, Random Lake, WI.

Two additions have been announced at Stratford, CT-based e-Integrity, a marketing automation solutions provider owned by Integrity Graphics. Linda Lin has been selected as chief application architect. Kai Sander has joined as project manager.

The Print Council reported that three new members joined the advocacy organization: HBP Inc., Hagerstown, MD; Mossberg & Co., South Bend, IN; and The Printing Industry of the Carolinas, Charlotte, NC. 

Two new hires have been announced at Dallas-based Padgett Printing. Kent Aurand has been designated as vice president and sales manager. And, Raquel Webster has joined the company’s sales team. 

Woodridge, IL-based All Out Print Communications has hired Bill Gibson, a 30-year veteran of print communications in Chicago, as its vice president of new business development. 

Clifton, NJ-based Sandy Alexander has chosen Andrew Gershon as the company’s new executive vice president for Midwest regional sales. He previously held positions at The Hennegan Co. (a Consolidated Graphics company), Watt Peterson and the Printing Headquarters.

Ann Stallard has been selected as the new chairman and CEO at Atlanta-based Graphic Communications. She previously served there as executive vice president.

Smith Litho, Rockville, MD, has named Fred Paul as assistant electronic prepress manager. PI



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