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Depending on who is being targeted, when, and at which stage of the consumer buying process, a range of media could be considered most effective. The popularity and influence of different media can also change over time. A few recent studies illustrate this point.

Advertising inserts are still influential when it comes to making purchasing decisions. More than one-quarter of US adults surveyed said that inserts had affected their buying decision, down from the 30% who said so in 2004.