Member Article

What marketing channel is best at motivating action?

New research reveals fascinating insights into consumers’ reactions to advertising media

• Only 28 per cent of us watch television commercials, the rest ignore, mute or change channels
• Banner adverts are the most annoying advertising medium according to 73 per cent of us, promotional products the least annoying
• Nearly two-fifths (39 per cent) of respondents indicated they are more likely to remember TV advertising because they see it more often, just ahead of promotional products at 35 per cent.
• 94 per cent of us remember the advertiser who gave us a promotional item or the product advertised after we have had it for six months
• Two thirds of us like to hang on to such gifts for more than six months and 44 per cent keep them for over one year

What is the most annoying advertising medium? How do people react to commercials on TV, radio, online? What marketing channel is best at incentivising people to take action? The responses of people across the UK to different marketing communication channels have been under scrutiny as part of a major survey.

Conducted by independent research company Relevant Insights LLC, the survey looked at the major channels through which brands and companies advertise their products and services, including TV, radio, online, direct mail, newspapers, magazines and promotional merchandise. The results provide great insight and may impact on marketing spend in the future.

The strikingly different reactions to various media are among the most eye-opening findings. For example, 28 per cent of respondents indicated that they generally watch all television commercials, whereas 41 per cent generally read an advert in a magazine or newspaper, yet only 13 per cent will click on an online advert. What’s more, just under half (46 per cent) stayed tuned to the channel but do not pay any attention to commercials, only 16 per cent watch commercials if they are on a recorded TV programme, and 69 per cent fast forward them.

Despite well-documented increases in online advertising spend, 73 per cent of respondents stated that they felt annoyed when exposed to banner adverts, with 54 per cent indicating similar feelings in response to direct mail, 44 per cent to radio and 32 per cent to television. Magazine advertising was deemed annoying by 13 per cent of respondents and promotional merchandise at only 5 per cent is the least annoying medium.

Because they see it more often, nearly two-fifths (39 per cent) of respondents indicated they are more likely to remember TV advertising, just ahead of promotional products at 35 per cent, just 10 per cent remembering print or online advertisements and 5 per cent for direct mail. However, when asked which advertising medium provides an incentive to take action, the results show that 50 per cent are incentivised to take action after receiving a promotional product, whereas just 19 per cent said they react to TV advertising, 11 per cent to online adverts, 10 per cent to print and 9 per cent to direct mail.

We remember a gift

94 per cent of us remember the advertiser who gave us a promotional item or the product advertised after we have had it for six months and nearly two-fifths (39 per cent) of us are more likely to use a business that has given us a promotional product when the need for the advertised product or service arises, rather than a similar business that has not given us anything. Two thirds of us like to hang on to such gifts for more than six months and 44 per cent keep them for over one year. More than half of respondents (54 per cent) said they would go and get a promotional product that was being handed out, provided it was useful to them. ‘Likability’ is also important in this decision.

Nearly half (46 per cent) of people questioned said that they like receiving free products that have an advertising message, and half (50 per cent) would like to receive such items more often. 98 per cent think that promotional products are not a waste of money.

Advertising recall

The survey findings show clearly how many people skim over and disregard advertisements, however, those that do take note of them reported that the advert had made an impression on them, even if it did not lead directly to any further action. When asked how many newspaper or magazine adverts they had seen in the last two weeks around one-third (33 per cent) could not remember, while just over one-fifth of respondents (21 per cent) said they had not seen any, and 12 per cent said they has seen between three and five adverts. When asked about the action taken following sight of a printed advert only 12 per cent purchased the product being advertised, yet 87 per cent said the advert did make an impression on them, although only 8 per cent made a note of the advertiser and the product to follow up in the future.

The figures were similar for online advertising, with 16 per cent stating that they had not seen any adverts, and 10 per cent that they had seen between three and five. A lower 5 per cent purchased the product being advertised, although 81 per cent said the advert made an impression on them, but just 9 per cent made a note of the advertiser and the product to follow up later.

Martin Alden of Wickes said: “It is good to see the definitive data presented this way, as one can safely conclude that blending your marketing mix in the right way will pay off and in the wrong way could well be catastrophic. It shows the importance of a ‘Multi-channel’ or ‘Omni-channel’ strategy in moving your marketing mix forward in a meaningful and holistic way towards better, more seamless customer experiences. The 54 per cent of respondents who would actively go and get a promotional product was significant – for all the neuroscientists amongst you… good old fashion “What’s in it for me” (WIIFM) in action!”

Product recognition

The ability of various advertising media to evoke instant recognition of the advertiser was interesting with 40 per cent of respondents stating that promotional products had this effect, closely followed by TV adverts (35 per cent). Fewer respondents thought that print would prompt instant recognition (10 per cent), and even less online advertising and direct mail (9 per cent and 5 per cent respectively).

Michaela Mora of Relevant Insights LLC said: “The results provide plenty of insight into which communication channels generate the most favourable actions from consumers and will help brands when deciding on the most appropriate ways in which to communicate with their consumers.”

Neal Beagles, Chairman of the BPMA, commented: “It is encouraging to see promotional products viewed so positively and holding their own as an important part of the marketing mix, being the most likely to incentivise them to take action.”

The research was carried out by Michaela Mora of Relevant Insights LLC, an independent research company

The survey was commissioned by the BPMA.

A UK wide study was conducted online among 1000 adults randomly selected from a database of 250,000 business people who were found to have received promotional items at either work or home. Students and people under 18 were excluded.

Of the 1000 responses received there were 466 female respondents and 534 male respondents from across a range of sectors including manufacturing, retail, IT/ Communications, media, finance and education. Job titles included Chairman/MD, manager, director, pa, administrator.

This was posted in Bdaily's Members' News section by Hayley .