The "Smart Shopper" - A New Consumer Type
The opinion of newspaper readers is that brand-name items are worth buying and that life should be enjoyed. This, however, does not mean that newspaper readers are not open to special offers. Newspaper readers have the characteristic that the Agency Grey discovered as the new consumer type of the 1990s: the "smart shopper" buys the highest quality at the lowest price.
Newspapers and goods of mass demand have, to a great extent, identical users. By placing an ad in the newspaper, almost all interested people - consumers and users of consumer and mass goods - are reached. This is the main reason newspapers have developed into the classic advertising medium of retail. Through advertisements and advertising supplements in newspapers, information about current special offers and services reach large consumer groups.
However, newspapers do not only efficiently transport commercial offers. They are also the right medium when information about products need explanation to a large audience. Information about prescription-free medication or about telecommunication suppliers reach target groups through ads in newspapers. Banks, insurance companies and the service sector can effectively get the advantages of their offers across to the public.
Producers of brand-name items have the opportunity to present to practically the entire population in one big "bang" their new or improved products or the new positioning of a product in a universal and everyday situation.
Advertisers can rely upon the special characteristic of this advertising medium - newspapers transport pieces of information relevant to everyday life that shape the formation of judgment and decision.
For most people, the daily newspaper is an almost natural part of everyday life. Reading the newspaper is just as much a part of the day as the morning cup of coffee or tea. The newspaper is read at different times of day. The reader decides alone when and where the newspaper will be read.
According to a study ZMG did in Germany, three quarters of readers have read their newspaper by noon. Reading time usually precedes shopping time. This is a substantial prerequisite for being able to take advantage of the offers placed by local and regional retailers. The numbers speak for themselves: 71 percent of the readers use their newspaper as a source of information before shopping.
Next to the use of the media, the attitude toward the media is of great significance for the effectiveness of advertising messages. More precisely: What does the user think of the different media, and how does this relate to the advertising placed?
An important feature of media is the ability to commit users to a certain medium. Commitment to one medium is usually a long-term and emotional development. It is based upon three factors:
1. Familiarity with a medium.
2. Closeness to a medium.
3. The fact that it would be strongly missed if one had to do without it.
From these three factors, the index for the amount of commitment can be determined and is particularly marked in newspapers. The reader-newspaper commitment has led, in most cases, to a partnership between newspaper and reader that manifests in a long-term subscription.
The opinion of newspaper readers is that brand-name items are worth buying and that life should be enjoyed. This, however, does not mean that newspaper readers are not open to special offers. Newspaper readers have the characteristic that the Agency Grey discovered as the new consumer type of the 1990s: the "smart shopper" buys the highest quality at the lowest price.
Newspapers and goods of mass demand have, to a great extent, identical users. By placing an ad in the newspaper, almost all interested people - consumers and users of consumer and mass goods - are reached. This is the main reason newspapers have developed into the classic advertising medium of retail. Through advertisements and advertising supplements in newspapers, information about current special offers and services reach large consumer groups.
However, newspapers do not only efficiently transport commercial offers. They are also the right medium when information about products need explanation to a large audience. Information about prescription-free medication or about telecommunication suppliers reach target groups through ads in newspapers. Banks, insurance companies and the service sector can effectively get the advantages of their offers across to the public.
Producers of brand-name items have the opportunity to present to practically the entire population in one big "bang" their new or improved products or the new positioning of a product in a universal and everyday situation.
Advertisers can rely upon the special characteristic of this advertising medium - newspapers transport pieces of information relevant to everyday life that shape the formation of judgment and decision.
For most people, the daily newspaper is an almost natural part of everyday life. Reading the newspaper is just as much a part of the day as the morning cup of coffee or tea. The newspaper is read at different times of day. The reader decides alone when and where the newspaper will be read.
According to a study ZMG did in Germany, three quarters of readers have read their newspaper by noon. Reading time usually precedes shopping time. This is a substantial prerequisite for being able to take advantage of the offers placed by local and regional retailers. The numbers speak for themselves: 71 percent of the readers use their newspaper as a source of information before shopping.
Next to the use of the media, the attitude toward the media is of great significance for the effectiveness of advertising messages. More precisely: What does the user think of the different media, and how does this relate to the advertising placed?
An important feature of media is the ability to commit users to a certain medium. Commitment to one medium is usually a long-term and emotional development. It is based upon three factors:
1. Familiarity with a medium.
2. Closeness to a medium.
3. The fact that it would be strongly missed if one had to do without it.
From these three factors, the index for the amount of commitment can be determined and is particularly marked in newspapers. The reader-newspaper commitment has led, in most cases, to a partnership between newspaper and reader that manifests in a long-term subscription.
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