Vertis Research: Ad Inserts Influence More Than TV
Advertising inserts have surpassed television to become the most influential media for consumers, based on research findings released by the marketing services firm Vertis Communications.
Twenty-seven percent of adults indicated they look for information in advertising inserts as part of making a purchase decision. That’s up from 19% ten years ago.
Television advertising is no longer the main influencer in purchasing decisions, according to Vertis. TV ads are now the main influencer for 8% of consumers, compared to 22% in 1998.
Other research findings indicate that women have become more involved in the decision making process for purchasing home electronics products. Back in 1998 about 69% of women 18 to 24 participated in such decisions, but as of this year 91% report being part of the process, says Vertis.
