Regional Press Ads Are Effective Says Research
Nine out of ten regional press campaigns are effective in raising brand awareness and increasing the propensity to buy, according to the initial findings of a study commissioned by the Newspaper Society.
The study, which is the largest of its kind ever to be undertaken, shows that local press delivered an average 77% increase in advertising awareness for the 26 regional and national brands that took part in the survey. 44% of brands were found to have achieved an increase in familiarity as a result of a local press ad campaign and 25% experienced rises in consideration, meaning that they were more likely to be bought, visited or used by consumers.
The study, which was carried out by Millward Brown, also shows that adding regional press to a multimedia schedule will increase advertising awareness by nine percentage points.
Commenting on the findings, David Hoath, marketing director of the Newspaper Society said: “We always knew that regional press advertising worked and now we have substantial proof. Whatever the objective of an advertising campaign, be it converting from ignorance to awareness, or awareness to conviction, regional press has a role to play.”
He added: “Although we are already seeing a movement towards regional press we are aware that advertisers need greater levels of accountability and transparency than ever before. By providing this research at such a critical time, we expect to see the trend continue.”
The Newspaper Society is planning to promote the findings of the study through heavyweight advertising campaign spanning the trade press, direct mail and online marketing. The Society’s Advertising Affairs team will also present the findings to advertisers and agencies.
Recent figures from the Advertising Association show that regional press increased its share of advertising revenue by 6.1% last year against a 3.3% year on year drop for total ad expenditure (see 2001 Decline In UK Adpsend Led By TV).
Newspaper Society: 020 7636 7014 www.newspapersoc.org.uk
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