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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.



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