2011 Retail Report reveals range of action behaviours that newspapers drive.
Advertisements for Woolworths, Kmart and ALDI are some of the top performing retail ads in newspapers in terms of their Call to Action to consumers.
The report, entitled “For a Retail Call to Action, Call on Newspapers”, was conducted by research company Ipsos MediaCT, which has tested more than 350 retail ads in newspapers, with more than 35,000 advertising observations from over 11,000 respondents.
The report also utilises a new proprietary research measurement tool called Action Map™, which was developed against a backdrop of changing consumer behaviour that has seen the “path to purchase” becoming broader and more varied than ever before.
The new measure identifies key forms of action consumers are likely to take as a result of seeing a newspaper ad, and where newspapers fit into the consumer “path to purchase”.
The report also highlights the different ways newspapers deliver for retailers including:
The report also lists the top performing ads for each of the Action Map measures including Affinity (Coles), Reappraisal (Kmart), Information (Coles), Call to Action (Coles), Public Agenda (ALDI) and Extension (Woolworths).
Download a PDF of the report below.
Click here to learn more about the Six Strategic Roles.
Click here to download our previous 2009 retail category report, How Retail Advertising in Newspapers works best.