By order of preference, 47% said they turned to magazine ads, followed
by TV commercials and newspaper ads at 43% each. In-store promotions moved 27%, and when it cones to coupons, far more women than men used them for online guidance, at 42% of women and only 29% of
men.
The findings apparently reinforce evidence that agencies are collecting, indicating on- and off-line marketing efforts work better than Web or off-line alone. "When it comes to advertising, retailers always need to be careful not to put all of their eggs in one basket," says Mike Gatti, executive director of RAMA. "While search engine marketing continues to be a popular strategy, retailers should not lose sight of traditional advertising channels to promote products and services."
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