Evaluation of Advertising Media

Article excerpt

EVALUATION OF ADVERTISING MEDIA

(% of adults, April 2011)

                             Newspapers    Internet    Ads in Mail

Primary medium when              35%          28%          12%
you want to check ads

Check for your                   41%          19%          15%
regular shopping

Best for bringing sales          38%          18%          17%
to attention

Has advertising that you         36%          19%          17%
consult from stores

Most valuable in                 36%          28%          14%
planning shopping

Prefer for receiving             36%          21%          16%
advertising information

Most believable                  36%          15%          12%
and trustworthy

Look forward to                  30%          12%          13%
this kind of ad

Most convenient                  29%          37%          12%
to use

Most up-to-date                  25%          43%           8%

Easy to compare                  25%          50%           9%
store prices

Try to avoid this type of        6%           15%          17%
advertising

The most annoying                3%           15%          12%
advertising

                              TV    Catalogs    Radio    Magazines

Primary medium when           9%       7%         1%         3%
you want to check ads

Check for your                4%       4%         1%         1%
regular shopping

Best for bringing sales      16%       4%         2%         2%
to attention

Has advertising that you      7%       5%         1%         2%
consult from stores

Most valuable in              7%       5%         O%         1%
planning shopping

Prefer for receiving          9%       6%         1%         2%
advertising information

Most believable               8%       7%         1%         3%
and trustworthy

Look forward to               8%       7%         1%         3%
this kind of ad

Most convenient               9%       5%         2%         1%
to use

Most up-to-date              13%       3%         2%         1%

Easy to compare               3%       3%         1%         1%
store prices

Try to avoid this type of    20%       5%        11%         5%
advertising

The most annoying            41%       2%        15%         2%
advertising

                             None

Primary medium when           5%
you want to check ads

Check for your               12%
regular shopping

Best for bringing sales       4%
to attention

Has advertising that you     10%
consult from stores

Most valuable in              6%
planning shopping

Prefer for receiving          6%
advertising information

Most believable              14%
and trustworthy

Look forward to              14%
this kind of ad

Most convenient               3%
to use

Most up-to-date               3%

Easy to compare               6%
store prices

Try to avoid this type of    15%
advertising

The most annoying             7%
advertising

Source: NAA/ Frank N. …