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.
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…