ZMG carried out a customer specific advertising success check in the spring of last year for a clothing chain store named C&A. Within the setting of a regional split design, a part of the readers of a regional subscription newspaper received a full-page, four-colour advertisement, while the other part received an advertising supplement with similar offers.
The study confirmed that approximately 15 percent more attention was paid to the ad. It also showed that the ad reached a broad readership as well - even rare C&A customers and readers with low product interest.
In contrast, the supplement aroused above all the attention of those interested in the products and the frequent and periodic C&A customers. The ad thus proved itself to be the advertising medium with which one can gain attention next to the already existing customers - of consumers that have either little or no contact to the store and its products.
The advertising supplement, on the other hand, is an effective advertising medium for presenting the full spectrum of product offerings to regular customers.
This function of supplements has been confirmed in other studies. The decision to take a closer look at a supplement in a newspaper depends on two factors: first, if there is interest in the products offered; second, if one is already a customer of the store.
The qualities of newspapers regarding their advertising effectiveness result directly from the situations in which they are used and the disposition of the readers, as well as the specific dimensions of effect the media have. In general, five central aspects of advertising effectiveness can be distinguished:
1. The specific quality of effectiveness of a medium.
2. The seriousness, i.e. credibility of an advertising medium.
3. Its regional competence.
4. The compatibility of an ad with its surroundings.The study confirmed that approximately 15 percent more attention was paid to the ad. It also showed that the ad reached a broad readership as well - even rare C&A customers and readers with low product interest.
In contrast, the supplement aroused above all the attention of those interested in the products and the frequent and periodic C&A customers. The ad thus proved itself to be the advertising medium with which one can gain attention next to the already existing customers - of consumers that have either little or no contact to the store and its products.
The advertising supplement, on the other hand, is an effective advertising medium for presenting the full spectrum of product offerings to regular customers.
This function of supplements has been confirmed in other studies. The decision to take a closer look at a supplement in a newspaper depends on two factors: first, if there is interest in the products offered; second, if one is already a customer of the store.
The qualities of newspapers regarding their advertising effectiveness result directly from the situations in which they are used and the disposition of the readers, as well as the specific dimensions of effect the media have. In general, five central aspects of advertising effectiveness can be distinguished:
1. The specific quality of effectiveness of a medium.
2. The seriousness, i.e. credibility of an advertising medium.
3. Its regional competence.
5. The acceptance of or the resistance to advertising.
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