Just under 29% of Michigan retailers surveyed said direct mail was the form of advertising that worked best for them–by far the most-often cited category.
The survey, coordinated by the Michigan Retailers Association, asked participants about effective advertising. At 28.8%, direct mail led the pack, which also included word of mouth (21%), newspaper advertising (18.7%), television advertising (7.8%), radio advertising (6.8%) and other (16.9%).
The survey also revealed that April–the month covered in the questionnaire–saw a cooling down in Michigan retail sales, with 48% of the respondents saying they had an increase in year-to-year sales, down from 56% in March.
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