Magnum Opus Awareness survey via TH?NK Global claims catalogues still hugely influential
One of advertising’s least glamorous media choices has nevertheless come up trumps in the third and last release of information from the latest Magnum Opus Awareness Survey.
In more startling findings, the MOP Awareness Survey conducted by THINK Global Research suggests that retailers are still getting lots of value for their advertising dollar from the humble and sometimes over-looked traditional home-delivered catalogue.
The survey dug down to discover how often consumers are currently utilising various media channels, which advertising channels they perceived as being the most impactful, and perhaps most importantly, which channels have the most influence on consumers’ real life purchase decisions.
Magnum Opus Partners believe the findings require careful analysis by all those who recommend media purchases for advertisers.
People were asked very carefully designed questions to ascertain where consumers get the
information from that they act upon. For example:
Advertising is presented to you in many ways. Thinking about all the different ways you experience advertising, which of the following advertising types do you find impacts on you most?
And
Based on the list below, which channel would influence you the most to purchase a product or service?
The survey discovered that TV was still by far the most influential medium. But in findings that will be of great interest to retailers in particular, catalogues came in a strong second, with 42% of consumers rating them as the most impactful, and 23% saying they were most likely to influence them to buy a product or service – just 2% behind TV. Both measures comfortably beat radio, cinema, online, in store and other advertising options. And women actually rated catalogues higher than TV for provoking real purchases.
Supermarket catalogues were especially valued, suggesting that they still form a vital part of advertising for this sector. They also contributed to Woolworths, Coles and Aldi being the most recalled brands for Aussies in the first phase of the survey, which was released some weeks ago.
Says Stephen Yolland (pictured above), director of creative strategy, Magnum Opus Partners: “Young creative people and marketing managers need to pay close attention to these findings.
“Back in the “good old days” of advertising, creating a powerful, hard-selling retail catalogue was a particular skill set, often possessed of particular ad agencies.
“That tradition has been somewhat swept away by the ubiquity of design tools and software and new media options becoming available. But a great catalogue is about the writer and art director understanding the psychology of the reader, the way in which they will use the catalogue, and also testing a variety of formats to find out which work hardest. It’s most definitely not just about cramming products onto a page with the occasional starburst.
“Given these findings, perhaps they are overdue a renaissance as part of the marketing and media mix. A bit of a “back to the future” moment, perhaps. After all, the great supermarket chains aren’t exactly noted for wasting money. If they keep doing them, they must work.”
Yolland also noted that catalogues have evolved: “Smart marketers and their agencies understand that catalogues are more than just an opportunity to display “product and price”. They affect consumers’ view of the brand, and are also an opportunity to deliver lifestyle content, practical information regarding warranties and so forth, and to direct people to websites. We confidently expect they will continue to evolve, and be around – and important – for a very long time to come.”