Print ad content, when perceived as meaningful, results in consumer retention of ad details and being able to recall later when prompted. Contrarily, if a print ads strength is its attractiveness, consumers are not as likely to recollect ad details and facts, but instead to simply recall the brand name or product.
A compilation of top-line synopses of research and data on marketing media mix effectiveness, with a focus on magazine advertising.
Magazines alone or working in synergy with other media consistently yielded the most positive results.
Consumers pay attention to direct marketing efforts, thus validating direct mail as a highly effective tool.
An academic paper summarizing the survey of retail store managers' attitudes towards the value, use, and future of printed promotional material (e.g., direct mail, catalogs, and in-store signage).
The immediacy of mail and the attention it receives by consumers gives a company's marketing message an opportunity to be noticed unlike any other media channel.
Results of a UK study that asks the question "Does the day that direct mail lands on consumers' doormats play a big part in its success?"
This classic academic study, which still holds true based on more current studies, finds It would be a costly mistake for Internet companies to rely solely on online advertising to build awareness and generate traffic.
In this classic study, print ad content was recognized at a higher level than what was delivered online. Though Internet advertising was a novelty in 1998, the ability to see the full ad in printed format remains a strong point of the medium.
This classic study looks at the extent to which consumer use of the Internet displaces or reinforces the use of other media as sources of advertising information.
