Print Newspaper Ads Drive Online Research, In-Store Purchases

Posted by JohnH under Advertising
From http://www.marketingcharts.com 5846 days ago
Made Hot by: on April 24, 2008 12:55 pm

Print newspapers ads reach people at all stages of the buying cycle - inspiring web research at the beginning and prompting in-store/web purchase at the end, said the Newspaper Association of America (NAA), citing a Google study.

Among the findings of the study:

Over half (56%) of internet-using newspaper readers researched or purchased at least one product they saw advertised in the newspaper in the last month, with a 30% overlap between the two groups.

44% of respondents researched at least one product. Of this group:

- 67% researched online, and 70% of this group made a subsequent purchase.

- 48% visited, and 23% called, a store.

- 23% asked a friend.

- 42% of respondents purchased at least one product.