1 October 2002
Media Deliver Consumer Response
When it comes to driving customers into a store, every media works differently, with magazines more effective than newspapers or radio in terms of driving retail purchasing, even though more than a quarter of people have gone to a store after seeing it advertised in a newspaper. Two thirds of adult Australians have explicitly responded to some kind of TV advertising, and most people have responded to newspaper and magazine ads. Internet ads are still only effective amongst a quarter of the total population. These findings come from the most recent round of Ingenuity's ongoing research programme, Australians Today Consumer Insights.
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| How This Research Was Conducted McNair Ingenuity Research survey over 2,000 adults and 1,200 children every year for the Australian's Today Consumer Insights research program, using state-of-the-art techniques to ensure that the survey sample is representative of the whole population. The results above come from the Winter 2002 wave of the research. McNair Ingenuity Research is audited and accredited by Interviewer Quality Control Australia (IQCA) the industry watchdog for survey quality. The above information is copyright to McNair Ingenuity Research and may not be reproduced or published without McNair Ingenuity Research's express permission. Contact Matt Balogh ph 02 9966 9133. | |||||||
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