For all the millions spent on television advertisements last holiday season, comparatively low-tech channels proved most effective in persuading shoppers to patronize specific retailers.
Nearly 40% of respondents to a survey on advertising effectiveness cited coupons as leading them to a specific retailer, and more than a third mentioned newspaper inserts. Word of mouth, so effective in moving certain products, ranked third among retailer choice influencers.
Just under one in five mentioned direct mail, although the study didn’t differentiate between mass mailings and more customized efforts. Television brought up the rear.
The Retail Advertising and Marketing Association sponsored the study.