The most effective place to advertise is where you have their attention
 After spending so much time on the internet it is pretty easy to get caught up in the idea that the web is the most effective place to advertise. And yet research from Adweek / Harris poll suggests a quarter of Americans go looking for bargains in the print ads.
 For a larger version, click on the graphic.
With so much emphasis being placed on getting online it can be easy to forget the alternatives - and they can work. If the Adweek / Harris work is to be believed only males under 45 who are degree educated use the online world to find bargains. Everyone else is relying on print advertising to stimulate action.
A case in point. Nearly every week my TV guide comes with a cheaply printed catalogue. Inside this little book of wonders are the sort of "essential" gifts (such as footwarmers and solar powered garden lights) that grab the attention and make you wonder how you never did without them. Nowhere in the twenty-odd printed pages is a reference to a website. Even a Google search brought up nothing but the usual links to company information, and certainly no eCommerce. It appears this catalogue company is relying purely on the print medium.
Trying to grab people's attention is becoming ever harder. Maybe print works because we take time to sit down, usually undistracted, feel the paper in our hands and almost treasure the intimacy of reading.
It is certainly worth a thought....
Previously on this blog...
the global leader in Contact Center Consolidation 2.0
2.0 has become a meaningless addition to already poor tag lines.
A dozen beautiful images of Saturn
Wired presents a dozen of the best images from the Cassini mission
Setting up shop in a new country: beyond the website
Building a website for multiple languages is not just about translation. It is a critical business decision that has to be taken carefully.
Why call centre staff deserve your respect
If call centre staff set the first impression for your business, why do we treat them so badly?
Becoming a Specialist? A hard decision to make ...
Specialising requires hard strategic decisions to be made about your business.
When good people move on
Losing a member of staff to another company is not necessarily a bad thing
The quest for quality in Agile Software Development
Why quality assurance remains a central part of project management, regardless of the use of Agile methods
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