Tuesday, December 7, 2021
HomeTourism NewsSouth Africa TourismPamphlets are still a powerful marketing tool

Pamphlets are still a powerful marketing tool

Media24’s online panel, Forum24, recently conducted a survey to update findings on the effectiveness of pamphlets – and found that this form of advertising retains its important role in brands’ media mix.

Forum 24’s survey ran on 2 October 2021, with panellists selected to reflect South African society, and Media 24’s reader base in particular. The final sample comprised 643 respondents spread across ages, incomes and provinces.

Here are some of the survey’s key findings:

People use pamphlets

Of the respondents, 96% used the pamphlets they received. Almost half (44%) qualified as “heavy pamphlet users”, in that they both used and kept leaflets to give them ideas regarding where to shop and what to buy. (Heavy pamphlet users tended to fall within the lower and upper-middle SEMs, and were also the most likely to take a pamphlet along to the shop.)

Twenty-five percent (25%) of respondents reported reading pamphlets before passing them on to someone else to use, and 26% looked at…

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