Marketing Media in Australia - Our Community

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212 Marketing Media in Australia What Consumers Like About Radio Advertising 50% of Consumers can nominate an element of Radio Advertising that they like. The main reasons that those Consumers like Radio Advertising are the fact that Radio Advertising is seen to be less intrusive than TV Advertising, Radio Advertising is seen to be informative and humorous and Consumers can tune out if they wish.
213 Radio Advertising What Consumers Like About Receiving It APPEAL Nothing COMMENTS Can’t think of anything They’re all the same Nothing at all What’s to like % 50 Other Good to listen in the car Quick and to the point Like the jingles Variety 39 Less Intrusive Than TV Advertising Not as invasive as TV Advertising Not as in your face Not as noticeable Less interfering 4 Percentage of Consumers Purchase as a Result of Receiving Media 3 Informative Find out about the sales New product information Exposure to information Specials and sales Can Tune Out Don’t have to pay attention Can ignore it - block it out Easier to ignore Can flick it off 2 Humour Like humorous radio ads Humorous information Humorous and catchy Like Wendy Harmer 2 Base: Sample = 1,100. Source: ResponseAbility Consumer Research 2001.
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Marketing Media in Australia TV Adv
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Executive Summary 1
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29 Glossary of Terms Solicited Pers
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General Questions 31
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35 Direct Mail Advertising - An Ove
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37 Consumers Percentage of Consumer
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39 Direct Mail Percentage of Consum
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41 Direct Mail How Consumers Prefer
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49 Direct Mail What Prompts Consume
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53 Advertising Material Do Consumer
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129 Direct Mail How To Increase the
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139 Direct Mail The Future of Busin
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Marketing Media in Australia - Our Community

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