Marketing Media in Australia - Our Community€¦ · Marketing Media in Australia Executive Summary...
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Marketing Mediain Australia
Volume 1
A ResponseAbility Report
Sponsored by Australia Post
Marketing Media in Australia
Executive Summary
Glossary of Terms
General Questions
Consumers
Direct Mail Advertising - An Overview
Percentage of Consumers Who Enjoy Receiving Various Media
Percentage of Consumers Who Enjoy or are Indifferent to Various Media
Percentage of Consumers’ Purchasing Decisions Influenced by Media
Percentage of Consumers Who Purchase From Various Media
How Consumers Prefer to Receive Financial Information
How Consumers Prefer to Receive New Product Announcements
How Consumers Prefer to Receive Marketing Promotional Information
How Consumers Prefer to Receive General Information at Home
How Consumers Prefer to Receive General Information at Work
How Consumers Prefer to Receive Automotive Information
How Consumers Prefer to Receive Travel/Holiday Information
How Consumers Prefer to Receive Loyalty Program Information
What Prompts Consumers to Respond to Direct Mail
What Percentage of Direct Mail is Opened and Read
Do Consumers Pass On Information of Interest to Them to Others
What Percentage of Consumers are Aware of SMS Advertising Messaging
Do Consumers Enjoy SMS Advertising Messaging
Business People
Most Effective Media Overall
Most Effective Media for Response and Conversion Rates
Most Effective Media for Relationship Building
Most Effective Media for Brand Building
Most Effective Media for Influencing Behaviour
Most Effective Media to Attract People to a Web Site
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Direct Mail Advertising
Direct Mail Advertising - What Consumers Think
Solicited Personalised Mail
Do Consumers Enjoy Receiving Solicited Personalised Mail
What Consumers Like About Receiving Solicited Personalised Mail
Does Receiving Solicited Personalised Mail Influence the Buying Decision
What Percentage Purchase as a Result of Receiving Solicited Personalised Mail
Unsolicited Personalised Mail - Prior Relationship
Do Consumers Enjoy Receiving UPM - PR
What Consumers Like About Receiving UPM - PR
What Consumers Don’t Like About Receiving UPM - PR
Does Receiving UPM - PR Influence the Buying Decision
What Percentage of Consumers Purchase as a Result of Receiving UPM - PR
Unsolicited Personalised Mail - No Prior Relationship
Do Consumers Enjoy Receiving UPM - NPR
What Consumers Like About Receiving UPM - NPR
What Consumers Don’t Like About Receiving UPM - NPR
Does Receiving UPM - NPR Influence the Buying Decision
What Percentage of Consumers Purchase as a Result of UPM - NPR
Direct Mail Advertising - What Business People Think
Preferred Method of Business People for Receiving Information
Do Business People Enjoy Receiving Direct Mail
Major Strengths of Direct Mail
Major Weaknesses of Direct Mail
Cost Effectiveness of Direct Mail
Do Business People Prefer to Receive an Advertising Email or Direct Mail
Do Business People Prefer to Receive Catalogues via Mail or Internet
How to Increase the Chances of Direct Mail Being Opened
How to Increase the Chances of Direct Mail Response
Of the Direct Mail Received, What Percentage is Opened and Read by Business People
Why Some Direct Mail is Not Opened
What Percentage of Business People Respond to Direct Mail
What Motivates Business People to Respond to Direct Mail
The Future of Business-to-Business Direct Mail
Planned Usage of Direct Mail in the Next 12 Months
What Advertisers Can Do to Ensure Mail is Passed On to the Boss
What Advertisers Can Do to Ensure Mail is not Passed on to the Boss
Of the Direct Mail Received, What Percentage is Passed on
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Unaddressed Advertising Mail (UAM)
Unaddressed Advertising Mail - An Overview
Unaddressed Advertising Mail - What Consumers Think
Do Consumers Enjoy Receiving Unaddressed Advertising Mail
What Consumers Like About Receiving Unaddressed Advertising Mail
What Consumers Don’t Like About Receiving Unaddressed Advertising Mail
Does Receiving Unaddressed Advertising Mail Influence the Buying Decision
What Percentage of Unaddressed Advertising Mail Items are Opened and Read
What Percentage of Consumers Purchase as a Result of Receiving UAM
Email Advertising
Email Advertising - An Overview
Email Advertising - What Consumers Think
Do Consumers Enjoy Receiving Email Advertising
What Consumers Like About Email Advertising
What Consumers Don’t Like About Email Advertising
Does Email Advertising Influence the Buying Decision
What Percentage Purchase as a Result of Receiving Email Advertising
How Many Consumers Have Access to Email at Work/Home
Email Advertising - What Business People Think
Do Business People Enjoy Receiving Email Advertising
What Percentage of Email Advertisements Are Opened
Business People’s Email Advertising Intentions for the Next 12 Months
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TV Advertising
TV Advertising - An Overview
TV Advertising - What Consumers Think
Do Consumers Enjoy TV Advertising
What Consumers Like About TV Advertising
What Consumers Don’t Like About TV Advertising
Does TV Advertising Influence the Buying Decision
What Percentage of Consumers Purchase as a Result of TV Advertising
Radio Advertising
Radio Advertising - An Overview
Radio Advertising - What Consumers Think
Do Consumers Enjoy Radio Advertising
What Consumers Like About Radio Advertising
What Consumers Don’t Like About Radio Advertising
Does Radio Advertising Influence the Buying Decision
What Percentage of Consumers Purchase As a Result of Radio Advertising
Newspaper and Magazine Advertising
Newspaper and Magazine Advertising - An Overview
Newspaper and Magazine Advertising - What Consumers Think
Do Consumers Enjoy Newspaper and Magazine Advertising
What Consumers Like About Newspaper and Magazine Advertising
What Consumers Don’t Like About Newspaper and Magazine Advertising
Does Newspaper and Magazine Advertising Influence the Buying Decision
What Percentage Purchase as a Result of Newspaper and Magazine Advertising
Survey Details
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Marketing Media in Australia
Executive Summary
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Marketing Media in Australia
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Executive Summary
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Introduction
Welcome to Marketing Media in Australia 2001, a ResponseAbility Report, one of the most
comprehensive examinations of marketing media ever conducted in Australia. The production
of this report was sponsored by Australia Post.
The objective of this research is to examine Consumer and Business People’s attitudes towards
various marketing media in Australia. The marketing media examined includes marketing
communications received via Direct Mail Advertising, TV Advertising, Newspaper and
Magazine Advertising, Radio Advertising, Email Advertising and Unaddressed Advertising Mail.
Both qualitative and quantitative investigation was conducted in order to obtain a thorough
understanding of how various marketing media are perceived. Specific focus was placed on
understanding what attributes Consumers and Business People (both Business Consumers
and Marketers) attach to each media, what is viewed as strengths and weaknesses and how
receptive they are to marketing messages brought to them by each media.
The executive summary that follows presents the findings firstly in terms of a comparison
between each Marketing media followed by an examination of the responses to each media
individually, finishing with an overview of findings from the business market.
This report is the first in a tracking study that will form an important benchmark for looking at
shifts and trends of the relative strengths of marketing media in Australia over time.
Methodology Overview
The research process began with qualitative research in the form of focus groups
combined with in-depth interviews. The information gathered during this qualitative
process was then used to write the quantitative telephone questionnaires.
In summary, the following was undertaken:
• Five Business focus groups
• Five Consumer focus groups
• 50 face-to-face in-depth interviews with Senders and Receivers of Marketing Media
• 1,100 telephone surveys with Consumers
• 400 telephone surveys with Senders and Receivers of Marketing Media
• 100 telephone surveys with Gatekeepers and Personal Assistants
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Consumer Attitudes to Marketing Media
A Comparative View of Various Media
•The enjoyment factor
• Influence over purchasing decision
• Preferences for receipt of information
Perceptions of Individual Marketing Media
•Direct Mail
•Unaddressed Advertising Mail
• TV
•Radio
•Newspaper and Magazines
Business Attitudes to Marketing Media
•Effectiveness
• Preferences and perceptions
• Insights for Direct Mail
• Predictions for the future
•Gatekeepers and Personal Assistants (Filterers)
Executive Summary
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A Comparative View of Various Media
The Enjoyment Factor
Solicited Personalised Mail is the mediamost enjoyed by Consumers (74%),followed by Newspaper and MagazineAdvertising (55%), with Email Advertisingand Radio Advertising being the leastenjoyed.
Solicited Personalised Mail is the mediaConsumers either most enjoy or areindifferent to (97%), followed by Unsolicited Personalised Mail - PriorRelationship (89%).
Percentage of Consumers Who Enjoy or are Indifferent to Receiving Media
20%
41%
55%
57%
72%
74%
89%
97%
0% 20% 40% 60% 80% 100%
UPM - No Prior Relationship
TV
News & Mags
Radio
Unaddressed Advertising Mail
UPM - Prior Relationship
Solicited Personalised Mail
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
4%
5%
7%
8%
33%
37%
55%
74%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Radio
TV
UPM - No Prior Relationship
Unaddressed Advertising Mail
UPM - Prior Relationship
News & Mags
Solicited Personalised Mail
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Percentage of Consumers Who Enjoy Receiving Various Media
Executive Summary
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Influence of Various Media overPurchasing Decisions
Newspaper and Magazine Advertising hasgreatest influence upon Consumers’purchasing decisions (61%), followed byUnaddressed Mail Advertising (58%).
Solicited Personalised Mail is the mediathat most Consumers purchase from(61%), followed by Newspaper andMagazine Advertising (55%).
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
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Executive Summary
Percentage of Consumers Who Purchase as a Result of Receiving Media
5%
14%
24%
34%
50%
55%
55%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Radio
UPM - No Prior Relationship
UPM - Prior Relationship
TV
Unaddressed Mail
News & Mags
Solicited Personalised Mail
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13%
18%
33%
41%
56%
58%
61%
0% 10% 20% 30% 40% 50% 60% 70%
UPM - No Prior Relationship
Radio
UPM - Prior Relationship
TV
Solicited Personalised Mail
Unaddressed Advertising Mail
News & Mags
Percentage of Consumers’ Purchasing Decisions Influenced by Media
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Consumers Preferences of Receipt of Information
Direct Mail (60%) is clearly the preferred media for Consumers to receive FinancialInformation.
TV (38%), closely followed by Direct Mail (34%), is the preferred media for receipt of NewProduct Announcements.
Direct Mail is clearly the preferred media (34%) for receipt of Marketing PromotionalInformation.
Direct Mail (36%), followed by TV and Newspapers and Magazines, is the preferredmedia for Consumers to receive General Information at home.
Direct Mail (33%) is the favoured media for receipt of general information at work,however, 38% of Consumers either don’t need or don’t want general information to besent to them at work.
37% of Consumers nominate Newspapers and Magazines as their preferred media forthe receipt of Automotive Information.
73% of Consumers prefer to receive Loyalty Program Information via Direct Mail.
29% of Consumers prefer to receive Travel/Holiday Information via Newspapers andMagazines, closely followed by other media forms.
Executive Summary
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Executive Summary
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Consumer Perceptions of Individual Marketing Media
Direct Mail
Solicited and Unsolicited (with a prior relationship) Direct Mail, rated very well in terms of
Consumer enjoyment or indifference to receiving various marketing media with Solicited Direct
Mail being the most enjoyed media of the eight media examined. The main reasons Consumers
enjoy Solicited Direct Mail are information and relevance, the fact that it is the result of a request
and that it aids the purchasing process at the Consumer’s convenience.
Unsolicited Direct Mail (with no prior relationship) was less popular when compared to solicited
and unsolicited (with a prior relationship) due to concerns regarding privacy, environmental
impact and the relevancy of some received communications.
One of the strong trends to emerge from the research is the importance Consumers place on
the difference between Unsolicited Direct Mail received from organisations with whom they
have had a prior relationship and those that they have not.
37% of Consumers actually enjoy receiving unsolicited Direct Mail from organisations they have
had a prior relationship with, as opposed to 8% who enjoy receiving unsolicited Direct Mail from
those that they have no prior relationship with.
This outcome indicates that marketers should strive to maximise positive brand awareness and
experience, employ strongly targeted customer acquisition techniques and should not
disregard re-activating lapsed customers when looking to attract new business.
Consumers also nominated Solicited Direct Mail as the media that they most purchase from,
which is not surprising given that Consumers have requested the information in the first place.
This outcome indicates the importance of Solicited Direct Mail in the purchasing process.
Direct Mail is clearly the preferred method for receipt of loyalty program information with 73%
of Consumers opting for mail over all other media. Similarly, Direct Mail was the preferred
media for receipt of the following information:
• Financial Information at 60%
•General Information at home 36%
•Marketing Promotional Information 34%
•General Information at work 33%
Direct Mail was also second choice (34%) in regard to receiving New Product Announcements
behind TV Advertising (38%).
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Unaddressed Advertising Mail
One of the more interesting findings to come out of the research is Consumer attitude to
Unaddressed Advertising Mail, a medium traditionally spurned by many as ‘junk’. But the fact
is that 63% of Consumers open and read Unaddressed Advertising Mail and 74% of Consumers
either enjoy or are indifferent to receiving it. The main reasons given are that the media
provides useful local information and specials, cuts down on shopping time by allowing
comparative analysis and is considered less intrusive than other media. Given these reasons,
it’s not surprising that 58% of Consumers say receiving Unaddressed Advertising Mail
influences their buying decision and 55% say they purchase as a result of receiving it.
The concerns that some Consumers have about Unaddressed Advertising Mail tend to be
environmental in nature, such as paper wastage and mess.
Executive Summary
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Email Advertising
Although Email Advertising is in its relative infancy in Australia, 43% of Consumers surveyed
have been subjected to it. Of this group, 54% do not enjoy receiving it, 42% are indifferent and
5% enjoy Email Advertising.
Of the Consumers who had been subjected to Email Advertising, 84% could nominate an
element they don’t like, such as concerns about viruses, volume and privacy invasion.
E-marketers need to be aware of both Consumer and Business People concerns regarding
privacy and unsolicited email. They need to be sensitive to the size and quantity of emails they
send and they need to address Receivers’ concerns regarding potential viruses.
31% of Consumers subjected to Email Advertising could nominate an element of it that they
like, such as the perception that it is quick and easy to receive, informative and forms a
permanent record.
Email did not perform particularly well with respect to influencing Consumers’ purchasing
decisions with only 11% of the 43% sample (5% of overall sample) stating that it influences the
buying decision.
As can be seen from the research, email penetration is still relatively low in Australia, with only
43% of Consumers having access to email. 23% of Consumers surveyed have email access at
home only, 15% both home and work and 5% have access at work only. As would be expected
the 18-24 age bracket has by far the greatest access and the 55+ groups have the least.
Executive Summary
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TV Advertising
Most Consumers are either indifferent to TV Advertising (48%) or don’t enjoy it (45%), with only
7% saying that they enjoy TV Advertising. 95% of Consumers could nominate an element that
they don’t like about TV Advertising, such as frequency, volume (they are perceived as louder
than the programs being viewed), the length of breaks, and that TV Advertising can be
interruptive, intrusive and repetitious. Reasons provided when Consumers could nominate an
element that they like about TV Advertising (57%) are that the ads can be funny, informative,
clever, catchy jingles and that they provide a break from the programming.
Most Consumers researched said that TV Advertising does not influence their buying decision
(58%), while 41% said that it does. Half the Consumers surveyed say that they purchase as a
result of viewing TV Advertising.
Executive Summary
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Radio Advertising
The majority of Consumers are indifferent to Radio Advertising (67%) and 29% don’t enjoy it.
Only 4% say they actually enjoy Radio Advertising.
50% of Consumers could nominate an element of Radio Advertising they like, such as the fact
that it is less intrusive than TV Advertising, it is informative and humorous and that they can
tune out if they wish.
81% of Consumers believe that Radio Advertising does not influence their purchasing decision,
1% are unsure and 18% say that Radio Advertising does influence their purchasing decision,
which reflects the 14% who say that they purchase as a result of Radio Advertising.
Executive Summary
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Newspaper and Magazine Advertising
The majority of Consumers (57%) either enjoy or are indifferent to Newspaper and Magazine
Advertising with 43% not enjoying it. 81% of Consumers can nominate an element of
Newspaper and Magazine Advertising that they like. Key attributes cited were the fact that it is
seen to provide useful information, it can be either read or ignored and it can be viewed at a
time of the Consumer’s choosing. It is the preferred way to receive automotive information and
Travel/Holiday information.
48% of Consumers can nominate an element they don’t like in Newspaper and Magazine
Advertising, with the primary reason cited being that advertising takes up too much space,
particularly in magazines.
55% of Consumers say they purchase as a result of Newspaper and Magazine Advertising.
Executive Summary
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Business Attitudes to Marketing Media
Effectiveness
Most Effective Media
Those researched in business who both receive and send media communications nominate TVAdvertising ahead of Public Relations (PR) as the most effective media overall.
They also nominate TV Advertising as the most effective media for response and conversion tosales. However, when it comes to relationship building, there is a split decision, with Receiversnominating PR ahead of Direct Mail and Senders nominating the opposite with Direct Mailahead of PR as the most effective relationship builder.
Following the initial trend however, Business Receivers and Senders nominate TV Advertisingas the most effective Brand Builder, with Senders putting it just ahead of PR. When it comes toinfluencing behaviour, there is agreement again, with TV Advertising being nominated by bothSenders and Receivers. And when it comes to attracting traffic to a web site, Business Receiversnominate TV Advertising as the most effective media.
Preferences and Perceptions
The Receipt of Information in the Workplace
Both Business Senders and Receivers are in agreement that the preferred way to receiveinformation in the workplace is via Direct Mail. In fact, with a 52% positive response, it seemsthat Business Receivers either enjoy or are indifferent to receiving Direct Mail at work whileinterestingly a comparative 40% of Business Senders feel the same way.
From these respondents also comes the perception that the major strengths of Direct Mail arethat it is a targeted, personal, ‘in-your-face’ media with good reach. And when it comes to thequestion of cost effectiveness, 39% of those on the receiving end of communications inbusiness believe that Direct Mail is a cost-effective media while 42% of Business Senders sharethe same belief.
A question of interest in today’s changing market is whether Business People prefer to receiveDirect Mail or Email Advertising. The results are that 58% of Business Receivers prefer to receiveDirect Mail compared to Email Advertising, while an even greater percentage of BusinessSenders (61%) agree.
Another point of interest is traditional catalogue versus catalogue delivery via the internet. It is of interest to note that 74% of Business Receivers prefer to receive a catalogue via DirectMail compared to the internet with a very similar 75% of Business Senders expressing thesame preference.
Executive Summary
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Insights for Direct Mail
How to Increase the Chance of B2B Direct Mail Being Opened
Business People say that the best way to increase the chances of them opening Direct Mail isfor advertisers to make it clear on the envelope what’s inside and to personalise the letter. Theystate that special offers and having their prior permission is the best way to increase the chanceof response.
It is interesting to note that Business Receivers say that they open and read 90% of the DM theyreceive, while Business Senders open and read 84%. Most state the reason for not openingcertain mail is their belief that they can tell without opening what’s inside and its apparentirrelevance for them.
When it comes to response, 73% of Business Receivers say they respond to Direct Mail, while78% of Senders claim the same thing.
The key motivator when it comes to response amongst Business People is having a need forthe product or service being promoted.
Direct Mail Predictions for the Future
Predictions as to the General Future of B2B Direct Mail
The research undertaken predicts a stable immediate future for the B2B Direct Mail business,with 69% of Business Senders expressing the belief that the use of B2B DM will increase or staythe same in the future.
67% of Business Senders believe their own use of Direct Mail will increase or stay the same inthe next 12 months.
Gatekeepers and Personal Assistants (Filterers)
Research also included the opinions of those people responsible for filtering other people’smail. Their responses mirrored much of what we learned from Business Receivers and Senders,with 77% of Filterers preferring to receive a catalogue via Direct Mail compared to Email. It isinteresting to note that these influencers open and read 92% of the Direct Mail they receive,while only 33% of them pass on 100% of the Direct Mail they receive to their bosses.
Like their fellow business colleagues, Filterers nominate TV Advertising and Radio Advertisingas the most effective media overall.
Executive Summary
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Solicited Personalised Mail (SPM)
Personally addressed mail received as a consequence of requesting it.
Unsolicited Personalised Mail - Prior Relationship (UPM-PR)
Personally addressed mail received from an organisation that has had prior contact
with the Consumer and the information has not been requested.
Unsolicited Personalised Mail - No Prior Relationship (UPM-NPR)
Personally addressed mail received from an organisation that has had no prior
contact with the Consumer nor has the information been requested.
Direct Mail (DM)
A combination of Solicited Personalised Mail, Unsolicited Personalised Mail - Prior
Relationship and Unsolicited Personalised Mail - No Prior Relationship.
B2B Direct Mail
Business-to-Business Direct Mail Advertising
Unaddressed Advertising Mail (UAM)
Unaddressed unsolicited advertising mail received by Consumers from organisations
that they may or may not know.
Email Advertising
Email of an advertising nature received by both Consumers and Business People at
home and/or at work.
Business Receivers
Receivers of Marketing Media at work and/or at home.
Business Senders
Owners, senior decision-makers and marketing decision-makers of small, medium
and large organisations.
Gatekeepers and Personal Assistants
Those whose job it is to filter Marketing Media on behalf of their boss or fellow workers.
Glossary of Terms
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General Questions
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Consumers
• Percentage of Consumers Who Enjoy Receiving Various Media
• Percentage of Consumers Who Enjoy or are Indifferent to Various Media
• Percentage of Consumers’ Purchasing Decisions Influenced by Media
• Percentage of Consumers Who Purchase as a Result of Receiving Media
• How Consumers Prefer to Receive Financial Information
• How Consumers Prefer to Receive New Product Announcements
• How Consumers Prefer to Receive Marketing Promotional Information
• How Consumers Prefer to Receive General Information at Home
• How Consumers Prefer to Receive General Information at Work
• How Consumers Prefer to Receive Automotive Information
• How Consumers Prefer to Receive Travel/Holiday Information
• How Consumers Prefer to Receive Loyalty Program Information
• What Prompts Consumers to Respond to Direct Mail
• What Percentage of Direct Mail is Opened and Read
• Do Consumers Pass On Information of Interest to Them to Others
• What Percentage of Consumers are Aware of SMS Advertising Messaging
• Do Consumers Enjoy SMS Advertising Messaging
Business People
• Most Effective Media Overall
• Most Effective Media for Response and Conversion Rates
• Most Effective Media for Relationship Building
• Most Effective Media for Brand Building
• Most Effective Media for Influencing Behaviour
• Most Effective Media to Attract People to a Web Site
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60% of Consumers prefer to receive Financial Information via Direct Mail (DM)34% of Consumers prefer to receive New Product Information via DM34% of Consumers prefer to receive Marketing Promotional Information via DM36% of Consumers prefer to receive General Information at home via DM33% of Consumers prefer to receive General Information at work via DM73% of Consumers prefer to receive Loyalty Program Information via DM58% of Consumers say that the offer is the element that prompts their DM response75% of DM received by Consumers is opened and read 81% of Consumers say they pass on Advertising Information of interest to them to others97% of Consumers either enjoy or are indifferent to receiving Solicited Personalised Mail (SPM)98% of Consumers can nominate an element of SPM that they like3% of Consumers can nominate an element of SPM that they don’t like56% of Consumers say that receiving SPM influences their buying decision61% of Consumers say that they purchase as a result of receiving SPM89% of Consumers either enjoy or are indifferent to receiving UPM - PR87% of Consumers can nominate an element of UPM - PR that they like65% of Consumers can nominate an element of receiving UPM - PR that they don’t like33% of Consumers say that receiving UPM - PR influences their buying decision34% of Consumers say that they purchase as a result of receiving UPM - PR41% of Consumers enjoy or are indifferent to receiving UPM - NPR 34% of Consumers can nominate an element of UPM - NPR that they like78% of Consumers can nominate an element of UPM - NPR that they don’t like13% of Consumers say that receiving UPM - NRP influences their buying decision24% of Consumers say that they purchase as a result of receiving UPM - NPR
Business Receivers
DM (20%) is the preferred way for Business Receivers to receive information52% of Business Receivers either enjoy or are indifferent to receiving DM39% of Business Receivers believe that DM is a cost-effective media58% of Business Receivers prefer to receive DM compared to Advertising Email74% of Business Receivers prefer to receive Catalogues via DM compared to EmailBusiness Receivers say that they open and read 90% of DM received73% of Business Receivers say they respond as a consequence of receiving DM68% of Business Receivers believe that the use of B2B DM will increase or stay static67% of Business Receivers say that their usage of DM will increase or stay static
Business Senders
DM (21%) is the preferred way for Business Senders to receive information40% of Business Senders either enjoy or are indifferent to receiving DM42% of Business Senders believe that DM is a cost-effective media61% of Business Senders prefer to receive DM compared to Advertising Email75% of Business Senders prefer to receive Catalogues via DM compared to EmailBusiness Senders say that they open and read 84% of DM received 78% of Business Senders say they respond as a consequence of receiving DM69% of Business Senders believe that the use of B2B DM will increase or stay static67% of Business Senders say that their usage of DM will increase or stay static
Gatekeepers and Personal Assistants (Filterers)
77% of Filterers prefer to receive Catalogues via DM compared to Email33% of Filterers say they pass on 100% of the DM received to their bossFilterers say that they open and read 92% of the DM that they receive
Glossary
DM = Direct Mail. SPM = Solicited Personalised Mail. UPM - PR = Unsolicited Personalised Mail - Prior Relationship. UPM - NPR = Unsolicited Personalised Mail - No Prior Relationship.
Direct Mail Advertising - An Overview
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What Percentage of Consumers WhoEnjoy Receiving Various Media andPercentage of Consumers Who Enjoyor are Indifferent to Receiving VariousMedia
Solicited Personalised Mail is themedia most enjoyed by Consumers(74%), followed by Newspaper andMagazine Advertising (55%).
Solicited Personalised Mail is themedia Consumers either most enjoy orare indifferent to (97%), followed byUnsolicited Personalised Mail - Prior Relationship (89%).
20%
41%
55%
57%
72%
74%
89%
97%
0% 20% 40% 60% 80% 100% 120%
UPM - No Prior Relationship
TV
News & Mags
Radio
Unaddressed Advertising Mail
UPM - Prior Relationship
Solicited Personalised Mail
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
4%
5%
7%
8%
33%
37%
55%
74%
0% 20% 40% 60% 80%
Radio
TV
UPM - No Prior Relationship
Unaddressed Advertising Mail
UPM - Prior Relationship
News & Mags
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Percentage of Consumers Who Enjoy Receiving Various Media
Consumers
Percentage of Consumers Who Enjoy or are Indifferent to Receiving Media
What Percentage of Consumers’Purchasing Decisions are Influenced ByVarious Media and What Percentage ofConsumers Purchase as a Result ofReceiving Various Media
Newspaper & Magazine Advertisingmost influence Consumers’ purchasingdecisions (61%), followed byUnaddressed Mail Advertising (58%).
Solicited Personalised Mail is the mediathat Consumers most purchase from(61%), followed by Newspaper andMagazine Advertising (55%).
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Percentage of Consumers Who Purchase From Various Media
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14%
24%
34%
50%
55%
55%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Radio
UPM - No Prior Relationship
UPM - Prior Relationship
TV
Unaddressed Mail
News & Mags
Solicited Personalised Mail
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
5%
13%
18%
33%
41%
56%
58%
61%
0% 20% 40% 60% 80%
UPM - No Prior Relationship
Radio
UPM - Prior Relationship
TV
Solicited Personalised Mail
Unaddressed Advertising Mail
News & Mags
39
Direct Mail
Percentage of Consumers’ Purchasing Decisions Influenced by Media
How Consumers Prefer to ReceiveFinancial Information and NewProduct Announcements
Direct Mail is clearly the preferredmedia for Consumers to receiveFinancial Information (60%).
TV Advertising (38%), closely followedby Direct Mail (34%), are the preferredmedia for Consumers to receive NewProduct Announcements.
40
Marketing Media in Australia
How Consumers Prefer to Receive New Product Announcements
1%
1%
2%
3%
3%
5%
12%
34%
38%
0% 10% 20% 30% 40%
Phone
Web
Unaddressed Mail
Don't Need
Radio
News & Mags
Direct Mail
TV
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
1%
2%
2%
4%
4%
8%
10%
10%
60%
0% 10% 20% 30% 40% 50% 60% 70%
Unaddressed Mail
Radio
Web
Phone
Don't Need
News & Mags
TV
Direct Mail
41
How Consumers Prefer to Receive Financial Information
Direct Mail
How Consumers Prefer to ReceiveMarketing Promotional Information andGeneral Information at Home
Direct Mail is clearly the preferredmedia (34%) for Consumers to receiveMarketing Promotional Information.
Direct Mail (36%), followed by TVAdvertising (30%), are the preferredmedia for Consumers to receiveGeneral Information at Home.
42
Marketing Media in Australia
How Consumers Prefer to Receive General Information at Home
1%
2%
2%
2%
2%
10%
15%
30%
36%
0% 10% 20% 30% 40%
Unaddressed Mail
Don't Need
Phone
Web
Radio
News & Mags
TV
Direct Mail
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
2%
3%
3%
4%
6%
9%
18%
21%
34%
0% 10% 20% 30% 40%
Web
Unaddressed Mail
Radio
Phone
News & Mags
TV
Don't Need
Direct Mail
43
How Consumers Prefer to Receive Marketing Promotional Information
Direct Mail
How Consumers Prefer to ReceiveGeneral Information at Work andAutomotive Information
38% of Consumers don’t need orwant general information sent tothem at work. Direct Mail (33%) is the favoured media of Consumers toreceive General Information at Work.
37% of Consumers nominateNewspapers and Magazines as theirpreferred media to receiveAutomotive Information.
44
Marketing Media in Australia
How Consumers Prefer to Receive Automotive Information
4%
4%
5%
5%
7%
15%
24%
37%
0% 10% 20% 30% 40%
Web
Unaddressed mail
No Need
Direct Mail
Dealership
Other
TV
News & Mags
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
2%
3%
3%
4%
8%
9%
33%
38%
0% 10% 20% 30% 40% 50%
TV
Phone
Radio
Web
News & Mags
Direct Mail
Don't Need/Want
45
How Consumers Prefer to Receive General Information at Work
Direct Mail
How Consumers Prefer to ReceiveTravel/Holiday Information andLoyalty Program Information
29% of Consumers prefer to receiveTravel/Holiday Information viaNewspapers and Magazines, closelyfollowed by other media forms.
73% of Consumers prefer to receiveLoyalty Program Information viaDirect Mail.
46
Marketing Media in Australia
How Consumers Prefer to Receive Loyalty Program Information
0%
1%
1%
4%
7%
7%
8%
73%
0% 20% 40% 60% 80%
Web
Telephone
News & Mags
Other
Unaddressed Mail
TV
Direct Mail
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
0%
1%
1%
6%
7%
11%
15%
29%
29%
0% 5% 10% 15% 20% 25% 30% 35%
Radio
Web
Unaddressed Mail
Direct Mail
TV
Visit Store
Other
News & Mags
47
How Consumers Prefer to Receive Travel/Holiday Information
Direct Mail
What Prompts Consumers to Respondto Direct Mail
Consumers say the offer (58%) is the element that most promptsthem to respond to Direct Mail.
48
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
58%
18%14%
10%
0%
10%
20%
30%
40%
50%
60%
70%
Offer Other Need/Want Like
49
What Prompts Consumers to Respond
Direct Mail
What Percentage of Direct Mail is Opened and Read
Consumers open and read 75% of the Direct Mail they receive.
The 35-49 age group opens and reads the highest percentage of Direct Mail received.
The $100K+ income bracket opens and reads the highest percentage of Direct Mail received.
50
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
75%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Open & Read Not Opened
51
What Percentage is Opened and Read
Direct Mail
72%
77%
81%
76%
71%
75%
66%
68%
70%
72%
74%
76%
78%
80%
82%
18-24 25-34 35-49 50-54 55-64 65+
By Age
72%
77%
81%
72%
79%
71%
84%
60%
65%
70%
75%
80%
85%
<$20K $20-$29K $30-$39K $40-$49K $50-$74K $75-$99K $100K+
By Household Income
Do Consumers Pass On AdvertisingInformation of Interest to Them to Others
81% of Consumers say they passAdvertising Information of interest to them onto other people.
18-34 year olds are most likely to passon Advertising Information of interestto them to other people.
The $30-39K income bracket is mostlikely to pass on AdvertisingInformation of interest to them to other people.
52
Marketing Media in Australia
Base: Graph 1 = Total Sample. Graphs 2 & 3 Sample = 891.Source: ResponseAbility Consumer Research 2001.
53
Advertising Material
81%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Yes No
Do Consumers Pass On Advertising Information of Interest to Them to Others
89% 89%80% 83%
77%71%
0%10%
20%30%40%50%
60%70%80%
90%100%
18-24 25-34 35-49 50-54 55-64 65+
Yes - By Age
78%
82%
86%
77%
82%
78%
74%
68%
70%
72%
74%
76%
78%
80%
82%
84%
86%
88%
<$20K $20-$29K $30-$39K $40-$49K $50-$74K $75-$99K $100K+
Yes - By Household Income
What Percentage of Consumers areAware of SMS Advertising Messaging
49% of Consumers say they are awareof SMS Advertising Messaging.
The 18-24 age bracket is most aware ofSMS Advertising Messaging.
The $75-99K income bracket is mostaware of SMS Advertising Messaging.
54
Marketing Media in Australia
Base: Graph 1 = Total Sample. Graphs 2 & 3 Sample = 539.Source: ResponseAbility Consumer Research 2001.
55
SMS Advertising Messaging
51%
49%
51%
49%
47%
48%
49%
50%
51%
52%
No Yes
Female
Male
Are Consumers Aware of It
61%55%
59%55%
40%
24%
0%
10%
20%
30%
40%
50%
60%
70%
18-24 25-34 35-49 50-54 55-64 65+
Yes - By Age
31%
43%
50% 53%
64% 66%
54%
0%
10%
20%
30%
40%
50%
60%
70%
<$20K $20-$29K $30-$39K $40-$49K $50-$74K $75-$99K $100K+
Yes - By Household Income
Do Consumers Enjoy SMS Advertising Messaging
Of the 49% of Consumers who areaware of SMS Advertising Messaging,31% of females and 28% of males (14% of population) either enjoy or are indifferent to SMS AdvertisingMessaging.
Graphs as to age and householdincome have not been produced due tothe small sample size of those whoenjoy SMS Advertising Messaging (35).
56
Marketing Media in Australia
Base: Sample = 539.Source: ResponseAbility Consumer Research 2001.
69%
28%
3%
72%
25%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
No Indifferent Yes
Female
Male
57
Do Consumers Enjoy It
SMS Advertising Messaging
Marketing Media in Australia
58
General Questions - Business People
59
Most Effective Media Overall
Business Receivers nominate TVAdvertising just ahead of PublicRelations (PR) as the most effectivemedia.
Business Senders nominate TVAdvertising ahead of PR as the mosteffective media.
Gatekeepers and Personal Assistantsnominate TV Advertising and RadioAdvertising as the most effective media.
60
Marketing Media in Australia
Base: Graph 1 Sample = 213. Graph 2 Sample = 187. Graph 3 Sample = 100.Source: ResponseAbility Business Research 2001.
61
Business People Most Effective Media Overall
7%
10%
11%
11%
12%
12%
13%
14%
14%
0% 2% 4% 6% 8% 10% 12% 14% 16%
Telephone Marketing
Web
Radio
Direct Mail
Catalogues
News & Mags
PR
TV
Receivers
7%
10%
11%
11%
12%
12%
12%
13%
14%
0% 2% 4% 6% 8% 10% 12% 14% 16%
Telephone Marketing
Web
Radio
Direct Mail
Catalogues
News & Mags
PR
TV
Senders
6%
8%
10%
11%
13%
13%
13%
13%
15%
0% 2% 4% 6% 8% 10% 12% 14% 16%
Telephone Marketing
Web
Direct Mail
News & Mags
PR
Catalogue
Radio
TV
Gatekeepers & Personal Assistants
Most Effective Media for Response and Conversion Rates
Business Receivers believe that TVAdvertising produces the best responseand conversion rates.
Business Senders believe that TVAdvertising produces the best responseand conversion rates.
62
Marketing Media in Australia
Senders
3%
6%
16%
18%
18%
18%
20%
0% 5% 10% 15% 20% 25%
Web
Catalogues
Telemarketing
News & Mags
Public Relations
Direct Mail
TV
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
10%
11%
12%
13%
16%
17%
22%
0% 5% 10% 15% 20% 25%
Web
Catalogues
Telemarketing
Direct Mail
News & Mags
Public Relations
TV
63
Receivers
Business People Most Effective Media for Response and Conversion Rates
Most Effective Media for Relationship Building
Business Receivers nominate PRahead of Direct Mail as the mosteffective media to build a relationship.
Business Senders nominate DirectMail ahead of PR as the most effectivemedia to build a relationship.
64
Marketing Media in Australia
Senders
1%
2%
4%
4%
5%
6%
15%
26%
37%
0% 10% 20% 30% 40%
Radio
Catalogue
Web
News & Mags
TV
Telephone Marketing
PR
Direct Mail
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
1%
2%
3%
3%
5%
8%
12%
17%
49%
0% 10% 20% 30% 40% 50% 60%
Radio
Catalogues
Web
News & Mags
TV
Telephone Marketing
Direct Mail
PR
65
Receivers
Business People Most Effective for Relationship Building
Most Effective Media for Brand Building
Business Receivers nominate TVAdvertising followed by Newspaper and Magazine Advertising as the mosteffective media for Brand Building.
Business Senders nominate TVAdvertising as the most effective media for Brand Building.
66
Marketing Media in Australia
Senders
2%
2%
4%
4%
6%
7%
10%
11%
11%
43%
0% 10% 20% 30% 40% 50%
Telephone
Web Sites
Catalogues
Radio
Direct Mail
Other
News & Mags
Public Relations
TV
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
2%
2%
3%
4%
4%
4%
9%
13%
20%
39%
0% 10% 20% 30% 40% 50%
Telephone
Catalogues
Radio
Web Sites
Direct Mail
Other
Public Relations
News & Mags
TV
67
Receivers
Business People Most Effective Media for Brand Building
Most Effective Media for Influencing Behaviour
Business Receivers clearly nominate TV Advertising as the most effectivemedia for influencing behaviour.
Business Senders clearly nominateTV Advertising as the most effectivemedia for influencing behaviour.
68
Marketing Media in Australia
Senders
1%
1%
4%
4%
4%
5%
6%
11%
64%
0% 20% 40% 60% 80%
Web
Telephone Marketing
Radio
Catalogues
Direct Mail
News & Mags
PR
TV
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
2%
2%
3%
3%
4%
5%
6%
10%
65%
0% 10% 20% 30% 40% 50% 60% 70%
Web
Radio
Catalogues
Direct Mail
Telephone Marketing
News & Mags
PR
TV
69
Receivers
Business People Most Effective Media for Influencing Behaviour
Most Effective Media to Attract People to a Web Site
Business Receivers say TV Advertisingis the most effective media to attractpeople to a web site.
Business Senders are more likely tonominate ‘Other’ media as the mosteffective media to attract peopleto a web site.
70
Marketing Media in Australia
Senders
3%
4%
4%
5%
7%
7%
11%
13%
18%
27%
0% 5% 10% 15% 20% 25% 30%
Radio
Catalogue
Direct Mail
Telephone
PR
Other Web Sites
News & Mags
TV
Other
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
3%
4%
4%
4%
8%
9%
12%
16%
19%
21%
0% 5% 10% 15% 20% 25%
Catalogues
Telephone
Public Relations
Radio
Direct Mail
Other Web Sites
News & Mags
Other
TV
71
Receivers
Business People Most Effective Media to Attract People to a Web Site
Marketing Media in Australia
72
Contents
• Do Consumers Enjoy Receiving Solicited Personalised Mail
• What Consumers Like About Receiving Solicited Personalised Mail
• Does Receiving Solicited Personalised Mail Influence the Buying Decision
• What Percentage Purchase as a Result of Receiving Solicited Personalised Mail
• Do Consumers Enjoy Receiving UPM - PR
• What Consumers Like About Receiving UPM - PR
• What Consumers Don’t Like About Receiving UPM - PR
• Does Receiving UPM - PR Influence the Buying Decision
• What Percentage of Consumers Purchase as a Result of Receiving UPM - PR
• Do Consumers Enjoy Receiving UPM - NPR
• What Consumers Like About Receiving UPM - NPR
• What Consumers Don’t Like About Receiving UPM - NPR
• Does Receiving UPM - NPR Influence the Buying Decision
• What Percentage of Consumers Purchase as a Result of UPM - NPR
Direct Mail Advertising What Consumers Think
73
77
79
81
83
87
89
91
93
95
99
101
103
105
107
Marketing Media in Australia
74
Solicited Personalised Mail
75
Do Consumers Enjoy ReceivingSolicited Personalised Mail
97% of Consumers either enjoy or are indifferent to receiving SolicitedPersonalised Mail.
There appears to be little difference in the attitudes of male and femaleConsumers in regard to enjoyingreceiving Solicited Personalised Mail.
The 50-54 age group most enjoysreceiving Solicited Personalised Mail.
The <$20K household income bracket most enjoys receiving SolicitedPersonalised Mail.
76
Marketing Media in Australia
Base: Graph 1 & 2 = Total Sample. Graphs 3 & 4 Sample = 812.Source: ResponseAbility Consumer Research 2001.
77
Do Consumers Enjoy Receiving It
Solicited Personalised Mail
By Sex
Yes - By Age
Yes - By Household Income
74%
23%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes Indifferent No
73%
24%
3%
74%
21%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes Indifferent No
Female
Male
75% 73% 71%
86%
73% 69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
18-24 25-34 35-49 50-54 55-64 65+
81%
60%
78% 76% 78%70%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
<$20K $20-29K $30-39K $40-49K $50-74K $75-99K $100K+
What Consumers Like About ReceivingSolicited Personalised Mail
98% of Consumers can nominate anelement of receiving Solicited PersonalisedMail that they like.
The main reasons Consumers enjoyreceiving Solicited Personalised Mail arethat they find it informative and relevant, it is something that they have asked for and it is something that aids the purchasingprocess at a time convenient to theConsumer.
The chart ‘What Consumers Don’t LikeAbout Receiving Personalised Mail’ has not been produced due to the small sample(35) of Consumers who can nominate anelement of receiving Solicited PersonalisedMail that they don’t like.
78
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
79
Solicited Personalised Mail
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Like About It
%
42
25
24
5
4
APPEAL
Informative & Relevant
Other
Get What I Ask For
Shopping Assistance
Do Things in Own Time
COMMENTS
Able to stay informed about topics of interestRural location – helps us to stay informedConvenient way to find out information
Specific to my information needs
Knowledge of prices and new products Access to exclusive offers and prices
Allows me to stay in touch Enjoy all types of mail
Interested in the first place – enjoy receiving itI know what I am receiving so not annoyed
It is something I have asked forYou get what you asked for
Able to make purchase decision without pressureAllows me to make smart buying decisions Info about new products/shop from home
Convenient way to shop
Convenient relevant info – read when wantPeruse products at own leisure/convenience
Allows me time to think things throughI am in control of the buying process
Does Receiving Solicited Personalised MailInfluence the Buying Decision
56% of Consumers say that receivingSolicited Personalised Mail does influencetheir buying decision.
80
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
56%
42%
2%
0%
10%
20%
30%
40%
50%
60%
81
Does It Influence the Buying Decision
Solicited Personalised Direct Mail
YESI get stuff sent to me so I can make a decision
Of course it does - that’s why I ask for it
It certainly does
NOIt’s usually just information for the kids’ school projects
I am not in the market to buy things
I don’t think so - no
UNSUREI suppose if I have asked for it - I don’t know
I am open to many influences
| am not sure
What Percentage of ConsumersPurchase as a Result of ReceivingSolicited Personalised Mail
61% of female Consumers and 60% of male Consumers say they purchase as a result of receiving Solicited Personalised Mail.
82
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
61%
60%
59%
60%
61%
Female Male
83
What Percentage of Consumers Purchase as a Result of Receiving It
Solicited Personalised Mail
Marketing Media in Australia
84
Unsolicited Personalised Mail - Prior Relationship
85
Do Consumers Enjoy Receiving UnsolicitedPersonalised Mail - Prior Relationship
89% of Consumers either enjoy or areindifferent to receiving UnsolicitedPersonalised Mail - Prior Relationship.
There appears to be little difference in theattitudes of male and female Consumers in regard to enjoying receiving UnsolicitedPersonalised Mail - Prior Relationship.
The 35-49 age group most enjoys receivingUnsolicited Personalised Mail - Prior Relationship.
The $75-$99K household income bracket most enjoys receiving UnsolicitedPersonalised Mail - Prior Relationship.
86
Marketing Media in Australia
Base: Graph 1 & 2 = Total Sample. Graphs 3 & 4 Sample = 411.Source: ResponseAbility Consumer Research 2001.
87
Unsolicited Personalised Mail - Prior Relationship
Do Consumers Enjoy Receiving It
By Sex
Yes - By Age
Yes - By Household Income
52%
37%
11%
0%
10%
20%
30%
40%
50%
60%
Indifferent Yes No
52%
36%
12%
51%
39%
10%
0%
10%
20%
30%
40%
50%
60%
Indifferent Yes No
Female
Male
14%
36%
62%
24%
34%30%
0%
10%
20%
30%
40%
50%
60%
70%
18-24 25-34 35-49 50-54 55-64 65+
28%
40%44% 45%
35%
50%
39%
0%
10%
20%
30%
40%
50%
60%
<$20K $20-29K $30-39K $40-49K $50-74K $75-99K $100K+
What Consumers Like About ReceivingUnsolicited Personalised Mail - Prior Relationship
87% of Consumers can nominate an element of receiving UnsolicitedPersonalised Mail - Prior Relationshipthat they like.
The main reasons Consumers likereceiving Unsolicited Personalised Mail - Prior Relationship are that itkeeps them informed with useful,informative and necessary information,that communication is being sent for a reason and that some Consumers feel better about themselves and thecompany as a consequence of receiving the mail.
88
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
89
Unsolicited Personalised Mail - Prior Relationship
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Like About It
%
49
15
15
13
4
4
APPEAL
Keeps Me Informed
Useful & Relevant
Other
Nothing
Necessary Information
Makes Me Feel Good
COMMENTS
I like being kept up-to-date with important infoBeing kept informed creates incentive/inertia
Awareness of new products/servicesAlways good to keep up-to-date
Info is informative, useful and necessary to meGives me the opportunity to shop around
Gives me vital informationComes at the right time
Targeted information specific to my needsThey need to and should keep in touch
It’s part of life in the big smokeSome of it is very colourful
I would prefer they wouldn’t send it to meThey should ask my permission first
I’d rather not receive itNothing much
It’s often a necessary communication It’s sent to me for a reasonI find most of it necessaryI use the information often
It makes me feel like they still care about meIt makes me trust the company more
I like the personal touchIt’s just good to receive
What Consumers Don’t Like AboutUnsolicited Personalised Mail - Prior Relationship
65% of Consumers can nominate anelement of receiving UnsolicitedPersonalised Mail - Prior Relationship thatthey don’t like.
The main reasons that those Consumers do not like receiving UnsolicitedPersonalised Mail - Prior Relationship arethat there is too much of it, that some of itis junk, that it can contain bad news and the fact that the Consumers did not ask for it to be sent.
90
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
91
Unsolicited Personalised Mail - Prior Relationship
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Don’t Like About It
%
35
32
10
9
9
5
DISLIKE
Nothing
Other
Too Much
Junk
Can Be Bad News
No Permission
COMMENTS
Even if it’s not good news I need to knowI like receiving Direct MailI like being kept informed
I need to know
Misuse of my personal detailsForces me to make a decision
Bad for the environmentWaste of paper and time
Too much repetitive and irrelevant informationDo business with them once and it never stops
There’s just too much of itToo much rubbish
Truck loads of irrelevant informationToo much of it is advertising junk
Too much junk in the envelopeMost of it’s junk
Don’t like getting negative informationDon’t like receiving info with billsIt can be the bearer of bad newsSometimes it’s not good news
Just because I bought once doesn’t mean I want itSome of it can have nothing to do with my wants
They should ask my permission to send itI did not ask for it
Does Receiving UnsolicitedPersonalised Mail - Prior RelationshipInfluence the Buying Decision
33% of Consumers say that receivingUnsolicited Personalised Mail - Prior Relationship does influence their buying decision.
92
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
93
Unsolicited Personalised Mail - Prior Relationship
63%
33%
4%
0%
10%
20%
30%
40%
50%
60%
70%
No Yes Unsure
Does It Influence the Buying Decision
YESIf I have a need and the offer is good
This sort of stuff tends to get me
If it’s something I need
NONot if I didn’t ask for the information to be sent to me
I don’t let myself be influenced by those things
No, I tend to be more impulsive
UNSUREThat depends on a lot of things
I really don’t know
It may, it may not
What Percentage of ConsumersPurchase as a Result of UnsolicitedPersonalised Mail - Prior Relationship
38% of female Consumers and 30% of male Consumers say they purchaseas a result of receiving UnsolicitedPersonalised Mail - Prior Relationship.
94
Marketing Media in Australia
Base: Sample = 1,100. Source: ResponseAbility Consumer Research 2001.
38%
30%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Female Male
95
What Percentage of Consumers Purchase as a Result of Receiving It
Unsolicited Personalised Mail - Prior Relationship
Marketing Media in Australia
96
Unsolicited Personalised Mail - No Prior Relationship
97
Do Consumers Enjoy Receiving UnsolicitedPersonalised Mail - No Prior Relationship
41% of Consumers either enjoy or areindifferent to receiving UnsolicitedPersonalised Mail - No Prior Relationship.
There appears to be little difference in theattitudes of male and female Consumers inregard to enjoying receiving UnsolicitedPersonalised Mail - No Prior Relationship.
The 50-54 age group most enjoys receivingUnsolicited Personalised Mail - No PriorRelationship.
The $20-39K household income bracketmost enjoys receiving UnsolicitedPersonalised Mail - No Prior Relationship.
98
Marketing Media in Australia
Base: Graph 1 & 2 Sample = 1,100. Graph 3 & 4 Sample = 90.Source: ResponseAbility Consumer Research 2001.
99
Unsolicited Personalised Mail - No Prior Relationship
Do Consumers Enjoy Receiving It
By Sex
Yes - By Age
Yes - By Household Income
59%
33%
8%
0%
10%
20%
30%
40%
50%
60%
70%
No Indifferent Yes
59%
33%
8%
60%
32%
8%
0%
10%
20%
30%
40%
50%
60%
70%
No Indifferent Yes
Female
Male
7%
11%
8%
14%
9%
4%
0%
2%
4%
6%
8%
10%
12%
14%
16%
1 8 - 2 4 2 5 - 3 4 3 5 - 4 9 5 0 - 5 4 5 5 - 6 4 6 5 +
7%
13% 13%
7%
11%
3%
11%
0%
2%
4%
6%
8%
10%
12%
14%
<$20K $20-29K $30-39K $40-49K $50-74K $75-99K $100K+
What Consumers Like About ReceivingUnsolicited Personalised Mail - No Prior Relationship
34% of Consumers can nominate an element of receiving UnsolicitedPersonalised Mail - No PriorRelationship that they like.
The main reasons that thoseConsumers like receiving UnsolicitedPersonalised Mail - No PriorRelationship are the actual act ofreceipt, the fact that it is perceived to be a personal communication andthat it provides useful information.Some Consumers prefer it to bepermission based.
100
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
101
Unsolicited Personalised Mail - No Prior Relationship
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Like About It
%
66
13
11
4
3
3
APPEAL
Nothing
Receiving It
Information
Personal
Permission Based
Other
COMMENTS
None of it is relevant to meThere’s too much of it
I just don’t like itNothing really
Knowing I am supposed to get itIt might be an opportunity
It has my name on itI like receiving mail
Good information with no depressing newsExposure to new and interesting products
I like to know what’s availableUseful information
Nothing like a personally addressed letterIt’s got my name on it - that feels special
Only if it’s personally addressedIt’s like a personal present
I prefer to receive information I have asked forDon’t send me stuff I have not asked forI enjoy receiving things I’ve requested
Only if I have requested it
I like receiving cataloguesI can read it at my leisure
Can buy from the mailHelps me shop
What Consumers Don’t Like AboutReceiving Unsolicited PersonalisedMail - No Prior Relationship
78% of Consumers can nominate an element of receiving UnsolicitedPersonalised Mail - No PriorRelationship that they don’t like.
The main reasons that thoseConsumers dislike receivingUnsolicited Personalised Mail - No Prior Relationship relate to privacy issues, concerns aboutwastage, a belief that there is too much Direct Mail Advertising andissues relating to the relevance of the information received.
102
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
103
Unsolicited Personalised Mail - No Prior Relationship
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Don’t Like About It
%
39
22
21
10
6
3
APPEAL
Other
Nothing
Privacy
Wasteful
Too Much
Irrelevant
COMMENTS
A hollow attempt to pretend they know meIt give me a false sense of high expectations
Charities make you feel guiltyI never win anything
I usually only get things I am interested inI enjoy receiving personalised mail
Don’t get much of itI like it
They should not have access to my nameMy name should not be on any listsWhere do they get my details from
Breach of my privacy
Waste of resourcesWaste of my time
Waste of paperWaste of trees
Creates too much paper for recyclingToo much of it - I don’t want it
Annoying - too much of itFills my letterbox
Irrelevant material - wastes my timeIrrelevant and a waste of money
Irrelevant - I don’t ask for itNone of it is relevant to me
Does Receiving UnsolicitedPersonalised Mail - No PriorRelationship Influence the BuyingDecision
13% of Consumers say that receivingUnsolicited Personalised Mail - No Prior Relationship does influencetheir buying decisions.
104
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
105
Unsolicited Personalised Mail - No Prior Relationship
86%
13%
0%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No Yes Unsure
Does It Influence the Buying Decision
YESI wait until getting information about sales before I shop
I do most of my shopping from stuff I get in the mail
I only shop at places where I get discounts
NOI am an impulse buyer
I don’t even open it much less keep it
I have never received anything that was relevant to me
UNSUREIt may but I am not aware of it
Who knows what motivates my purchasing decisions
I think I get influenced by lots of different things
What Percentage of ConsumersPurchase as a Result of ReceivingUnsolicited Personalised Mail - No Prior Relationship
24% of Consumers say they purchase as a result of receiving Unsolicited Personalised Mail - No Prior Relationship.
106
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
24%
24%
23%
24%
25%
Female Male
107
What Percentage of Consumers Purchase as a Result of Receiving It
Unsolicited Personalised Mail - No Prior Relationship
Marketing Media in Australia
108
109
Direct Mail Advertising - What Business People Think
Marketing Media in Australia
110
Contents
• Preferred Method of Receiving Information
• Do Business People Enjoy Receiving Direct Mail
• Major Strengths of Direct Mail
• Major Weaknesses of Direct Mail
• Cost Effectiveness of Direct Mail
• Do Business People Prefer to Receive an Advertising Email or Direct Mail
• Do Business People Prefer to Receive Catalogues via Mail or Internet
• How to Increase the Chances of Direct Mail Being Opened
• How to Increase the Chances of Direct Mail Response
• What Percentage of Direct Mail is Opened and Read by Business People
• Why Some Direct Mail is Not Opened
• What Percentage of Business People Respond to Direct Mail
• What Motivates Business People to Respond to Direct Mail
• The Future of Business-to-Business Direct Mail
• Planned Usage of Direct Mail in the Next 12 Months
• What Advertisers Can Do to Ensure Mail is Passed on to the Boss
• What Advertisers Can Do to Ensure Mail is not Passed on to the Boss
• Of the Direct Mail Received, What Percentage is Passed on
Direct Mail Advertising - What Business People Think
111
113
115
117
119
121
123
125
127
129
131
133
135
137
139
141
143
143
143
Preferred Method of ReceivingInformation
Direct Mail is the preferred method of receiving information at work byBusiness Receivers.
Direct Mail is the preferred method of receiving information at work byBusiness Senders.
112
Marketing Media in Australia
Senders
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
2%
3%
5%
10%
12%
12%
17%
18%
21%
0% 5% 10% 15% 20% 25%
Radio
Public Relations
Web
TV
News & Mags
Catalogues
Other
Direct Mail
1%
1%
8%
10%
11%
14%
18%
18%
20%
0% 5% 10% 15% 20% 25%
Public Relations
Radio
Web
Other
TV
News & Mags
Catalogues
Direct Mail
113
Receivers
Direct MailPreferred Method of Receiving Information
Do Business People Enjoy Receiving Direct Mail
52% of Business Receivers say they either enjoy or are indifferent to receiving Direct Mail.
40% of Business Senders say theyeither enjoy or are indifferent toreceiving Direct Mail.
114
Marketing Media in Australia
Senders
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
60%
20% 20%
0%
10%
20%
30%
40%
50%
60%
70%
No Yes Indifferent
48%
39%
13%
0%
10%
20%
30%
40%
50%
60%
No Yes Indifferent
115
Receivers
Direct MailDo Business People Enjoy Receiving It
Major Strengths of Direct Mail
Business Receivers believe that themajor strengths of Direct Mail are that it is a targeted, personal, ‘in-your-face’media with good reach.
Business Senders believe that the majorstrengths of Direct Mail are that it is atargeted, cost-effective, ‘in-your-face’media with good reach.
116
Marketing Media in Australia
Base: Graph 1 Sample = 213. Graph 2 Sample = 187. Source: ResponseAbility Business Research 2001.
3%
4%
7%
7%
9%
10%
15%
44%
0% 10% 20% 30% 40% 50%
Hard Copy
Personal
Reach
Nothing
In Face/Hand
Cost
Targeted
Other
4%
5%
8%
9%
15%
15%
16%
29%
0% 5% 10% 15% 20% 25% 30% 35%
Cost
Hard Copy
Reach
Personal
Nothing
Targeted
In Face/Hand
Other
117
Receivers
Direct Mail What Business People Believe to be Its Major Strengths
Senders
Major Weaknesses of Direct Mail
Business Receivers nominate a varietyof issues they see as weaknesses ofDirect Mail.
Business Senders nominate a variety of issues they see as weaknesses ofDirect Mail.
118
Marketing Media in Australia
Base: Graph 1 Sample = 213. Graph 2 Sample = 187. Source: ResponseAbility Business Research 2001.
119
Direct Mail What Business People Believe to be Its Major Weaknesses
2%
3%
4%
6%
8%
13%
65%
0% 10% 20% 30% 40% 50% 60% 70%
Irrelevant
Intrusive
Lacks Impact
Cost
Can Throw Out
Too Much
Other
2%
3%
3%
5%
9%
11%
67%
0% 10% 20% 30% 40% 50% 60% 70%
Lacks Impact
Intrusive
Irrelevant
Cost
Can Throw Out
Too Much
Other
Receivers
Senders
Cost Effectiveness of Direct Mail
39% of Business Receivers believe thatDirect Mail is a cost-effective media.
42% of Business Senders believe thatDirect Mail is a cost-effective media.
120
Marketing Media in Australia
Senders
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
42%
23%20%
10%
4%1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
DM MoreEffective
Unsure DM LessEffective
Depends Email MoreEffective
News & MagsMore Effective
39%
28%
20%
11%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
DM MoreEffective
Unsure DM LessEffective
Depends Email MoreEffective
121
Receivers
Direct Mail Do Business People Believe That It is Cost Effective
Do Business People Prefer to Receivean Advertising Email or Direct Mail
58% of Business Receivers prefer toreceive Direct Mail compared to anadvertising email.
61% of Business Senders prefer toreceive Direct Mail compared to anadvertising email.
122
Marketing Media in Australia
Senders
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
61%
33%
5%
0%
10%
20%
30%
40%
50%
60%
70%
Prefer Mail Prefer Email Either
58%
39%
3%
0%
10%
20%
30%
40%
50%
60%
70%
Prefer Mail Prefer Email Either
123
Receivers
Direct Mail Do Business People Prefer to Receive an Advertising Email or Direct Mail
Do Business People Prefer to ReceiveCatalogues via Mail or Internet
74% of Business Receivers prefer toreceive a catalogue via Direct Mail.
75% of Business Senders prefer toreceive a catalogue via Direct Mail.
77% of Gatekeepers and PersonalAssistants would prefer to receive a catalogue via Direct Mail.
124
Marketing Media in Australia
Base: Graph 1 Sample = 213. Graph 2 Sample = 187. Graph 3 Sample = 100.Source: ResponseAbility Business Research 2001.
125
Direct Mail Do Business People Prefer to Receive Catalogues via Mail or Internet
Receivers
Gatekeepers and Personal Assistants
Senders
75%
18%
4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Direct Mail Internet Either Other
74%
21%
3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Direct Mail Internet Either Other
77%
17%
4% 1% 1%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Mail Internet Other Either Neither
How to Increase the Chances of DirectMail Being Opened
Business Receivers say the best way toincrease the chance of them openingDirect Mail is for advertisers to make itclear on the envelope what’s inside and to personalise the letter.
Business Senders say the best way toincrease the chance of them openingDirect Mail is for advertisers to make itclear on the envelope what’s inside and to personalise the letter.
Gatekeepers and Personal Assistants say the best way to increase the chance of them opening Direct Mail is foradvertisers to grab their attention,personalise the letter and to have the address details correct.
126
Marketing Media in Australia
Base: Graph 1 Sample = 213. Graph 2 Sample = 187. Graph 3 Sample = 100.Source: ResponseAbility Business Research 2001.
127
Direct Mail How to Increase the Chances of Business People Opening It
Receivers
Gatekeepers and Personal Assistants
Senders
3%
4%
4%
5%
8%
16%
30%
30%
0% 10% 20% 30% 40%
Have my Permission
Unsure
Address it Properly
No Info on Envelope
Other
Always Open DM
Personalise it
Info on Envelope
2%
4%
6%
8%
10%
11%
26%
33%
0% 5% 10% 15% 20% 25% 30% 35%
Have my Permission
Address it Properly
No Info on Envelope
Unsure
Other
Always Open DM
Personalise it
Info on Envelope
11%
13%
23%
25%
28%
0% 5% 10% 15% 20% 25% 30%
Make it Relevant
Address Correctly
Personalise it
Grab my Attention
Other
How to Increase the Chances of Direct Mail Response
Business Receivers say special offersand having their permission to marketto them is the best way to increasethe chance of them responding to Direct Mail.
Business Senders say special offersand having their permission to marketto them is the best way to increasethe chance of them responding to Direct Mail
128
Marketing Media in Australia
Senders
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
1%
3%
6%
6%
23%
25%
37%
0% 10% 20% 30% 40%
Address Properly
Info on Envelope
Unsure
Personalise
Have Permission
Special Offer
Other
3%
3%
5%
8%
18%
24%
40%
0% 10% 20% 30% 40% 50%
Address Properly
Info on Envelope
Unsure
Personalise
Have Permission
Special Offer
Other
129
Receivers
Direct Mail How To Increase the Chances of Business People Responding
Of the Direct Mail Received, WhatPercentage is Opened and Read byBusiness People
Business Receivers say they open and read 90% of the Direct Mail they receive.
Business Senders say they open and read 84% of the Direct Mail they receive.
Gatekeepers and Personal Assistantssay that they open and read 92% ofthe Direct Mail they receive.
130
Marketing Media in Australia
Base: Graph 1 Sample = 213. Graph 2 Sample = 187. Graph 3 Sample = 100.Source: ResponseAbility Business Research 2001.
131
Direct Mail What Percentage is Opened and Read by Business People
Receivers
Senders
Gatekeepers and Personal Assistants
84%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Open & Read Not Opened
90%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Open & Read Not Opened
92%
8%
0%10%20%30%40%
50%60%70%80%90%
100%
Open & Read Not Opened
Why Some Direct Mail Is Not Opened
The 10% of Business Receivers who do not open 100% of the Direct Mail theyreceive say that irrelevance and the fact that they know what it is without openingthe mail are the main reasons they don’topen all mail.
The 16% of Business Senders who do not open 100% of the Direct Mail theyreceive say that irrelevance and the fact that they know what it is without openingthe mail are the main reasons they don’topen all mail.
The 10% of Gatekeepers and PersonalAssistants who do not open 100% of theDirect Mail they receive say that irrelevanceand the fact that some mail is incorrectlyaddressed are the main reasons they don’topen all mail.
132
Marketing Media in Australia
Base: Graph 1 Sample = 213. Graph 2 Sample = 187. Graph 3 Sample = 100.Source: ResponseAbility Business Research 2001.
133
Direct Mail Why Some Business People Don’t Open It
Receivers
Senders
Gatekeepers and Personal Assistants
84%
8%4% 3% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Open 100% Irrelevant Other Know What ItIs
No Time Someone ElseOpens
90%
4% 3% 2% 1%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Open 100% Irrelevant Other Know What It Is No Time
90%
5% 3% 2%0%
10%20%30%40%50%60%70%80%90%
100%
Open 100% Not Relevant Not AddressedCorrectly
Junk
What Percentage of Business PeopleRespond To Direct Mail
73% of Business Receivers say theyrespond as a consequence of receivingDirect Mail.
78% of Business Senders say theyrespond as a consequence of receivingDirect Mail.
134
Marketing Media in Australia
Senders
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
78%
18%
4%1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Respond Donít Respond Other Depends
73%
22%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Respond Donít Respond Other
135
Receivers
Direct MailWhat Percentage Respond as a Result of Receiving It
What Motivates Business People toRespond to Direct Mail
Business Receivers say having a needfor a product/service is the mostsignificant motivator for them torespond to Direct Mail.
Business Senders say having a need fora product/service is the most significantmotivator for them to respond to Direct Mail.
136
Marketing Media in Australia
Senders
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
1%
8%
9%
18%
32%
32%
0% 10% 20% 30% 40%
Offer
Price/Specials
Relevance
Creative
Meets a Need
Other
3%
6%
11%
14%
31%
36%
0% 10% 20% 30% 40%
Offer
Price/Specials
Relevance
Creative
Meets a Need
Other
137
Receivers
Direct Mail What Motivates Business People to Respond to It
The Future of Business-to-BusinessDirect Mail
68% of Business Receivers believe the use of Business-to-Business (B2B)Direct Mail will increase or stay thesame in the future.
69% of Business Senders believe theuse of B2B Direct Mail will increase orstay the same in the future.
138
Marketing Media in Australia
Senders
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
54%
30%
15%
0%
10%
20%
30%
40%
50%
60%
Increase Decrease Stay the Same
49%
33%
19%
0%
10%
20%
30%
40%
50%
60%
Increase Decrease Stay the Same
139
Receivers
Direct Mail The Future of Business-to-Business Direct Mail as Viewed by Business People
Planned Usage of Direct Mail in theNext 12 Months
67% of Business Receivers say theirusage of Direct Mail will increase orstay the same in the next 12 months.
67% of Business Senders say theirusage of Direct Mail will increase orstay the same in the next 12 months.
140
Marketing Media in Australia
Senders
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
39%
28%
21%
10%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Increase Stay theSame
Don't UseDirect Mail
Decrease Other
34% 33%
21%
10%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Stay theSame
Increase Don't UseDirect Mail
Decrease Other
141
Receivers
Direct Mail Planned Usage in the Next 12 Months
What Advertisers Can Do to Ensure DirectMail is Passed On to the Boss and of theDirect Mail Received, What Percentage isPassed on
Gatekeepers and Personal Assistantsbelieve the best way to ensure Direct Mailmaterial is passed to their boss is to grabtheir attention, to correctly and personally address the material and to make it relevant.
Gatekeepers and Personal Assistantsbelieve the best way to ensure advertisingmaterial is not passed to their bosses is tomake it irrelevant, to send too much of it, toaddress it incorrectly and to send it by fax.
33% of Gatekeepers and Personal Assistantssay they pass on 100% of the Direct Mailthey receive to their boss.
142
Marketing Media in Australia
Base: Sample = 100.Source: ResponseAbility Business Research 2001.
143
Direct Mail Gatekeepers and Personal Assistants
What Advertisers can do to Ensure Direct Mail is Passed On to the Boss
What Advertisers can do to Ensure Direct Mail is not Passed On
Of Direct Mail Received, What Percentage is Passed On
40%
22%18% 18%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Other Make itRelevant
Less Mail AddressIncorrectly
Fax it
27%25%
22%
14%12%
0%
5%
10%
15%
20%
25%
30%
Other Grab Attention PersonallyAddress
CorrectlyAddress
Make itRelevant
33%
16%
20%23%
8%
0%
5%
10%
15%
20%
25%
30%
35%
100% 51%-99% 25%-50% <25% 0%
Marketing Media in Australia
144
Unaddressed Advertising Mail
145
Marketing Media in Australia
146
Consumers
74% of Consumers enjoy or are indifferent to receiving UAM
77% of Consumers can nominate an element of UAM that they like
67% of Consumers can nominate an element of UAM that they don’t like
58% of Consumers say that receiving UAM influences their buying decisions
63% of UAM received are opened and read by Consumers
55% of Consumers say they purchase as a result of receiving UAM
Unaddressed Advertising Mail (UAM) – An Overview
147
Marketing Media in Australia
148
Contents
• Do Consumers Enjoy Receiving Unaddressed Advertising Mail
• What Consumers Like About Receiving Unaddressed Advertising Mail
• What Consumers Don’t Like About Receiving Unaddressed Advertising Mail
• Does Receiving Unaddressed Advertising Mail Influence the Buying Decision
• What Percentage of Unaddressed Advertising Mail Items are Opened and Read
• What Percentage of Consumers Purchase as a Result of Receiving UAM
Unaddressed Advertising Mail What Consumers Think
149
151
153
155
157
159
161
Do Consumers Enjoy ReceivingUnaddressed Advertising Mail
74% of Consumers either enjoy or areindifferent to receiving UnaddressedAdvertising Mail.
There appears to be little difference in theattitudes of male and female Consumersin regard to enjoying receivingUnaddressed Advertising Mail.
The 25-34 age bracket most enjoysreceiving Unaddressed Advertising Mail.
The $30-39K household income bracketmost enjoys receiving UnaddressedAdvertising Mail.
150
Marketing Media in Australia
Base: Graph 1&2 Sample = 1,100. Graph 3&4 Sample = 365.Source: ResponseAbility Consumer Research 2001.
151
Unaddressed Advertising Mail
Do Consumers Enjoy Receiving It
By Sex
Yes - By Age
Yes - By Household Income
41%
33%27%
0%
10%
20%
30%
40%
50%
Indifferent Yes No
39%34%
26%
43%
30%27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Indifferent Yes No
Female
Male
33%
40%35%
31%26%
22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 8 - 2 4 2 5 - 3 4 3 5 - 4 9 5 0 - 5 4 5 5 - 6 4 6 5 +
31% 30%36% 34%
31% 30%
22%
0%
5%
10%
15%
20%
25%
30%
35%
40%
<$20K $20 -$29K $30 -$39K $40 -$49K $50 -$74K $75 -$99K $100K+
What Consumers Like About ReceivingUnaddressed Advertising Mail
77% of Consumers can nominate anelement of receiving UnaddressedAdvertising Mail that they like.
The main reasons those Consumerslike receiving Unaddressed AdvertisingMail are that it provides useful localinformation, provides informationabout specials and sales, introducesvariety into the shopping experienceand is considered less intrusive than other media.
152
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
153
Unaddressed Advertising Mail
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Like About Receiving It
%
27
23
22
17
7
4
APPEAL
Other
Nothing
Information
Specials
Variety
Non Intrusive
COMMENTS
Sometimes there is something I might likeLets me know what’s going on locally
Cuts down on my shopping timeIt’s very relevant
Makes the street look very uncleanClogs up the letterbox
Clogs up the drainsWaste of paper
See what’s available without leaving homeInteresting information about products
Something to compare prices withTells you what’s going on locally
Helpful to review prices and make savingsLike bonus coupons and weekly specials
See where the bargains areLocal offers
I like little offers and local fliersInforms me of local activities
Adds variety to shoppingVariety for weekly shopping
Prefer to personal mail from those I don’t knowGet information without pressure
It’s there when you need itLeast intrusive media
What Consumers Don’t Like About Receiving UnaddressedAdvertising Mail
67% of Consumers can nominate anelement of receiving UnaddressedAdvertising Mail that they do not like.
The main reasons that those Consumersdislike receiving UnaddressedAdvertising Mail relate to wastage ofpaper, letterbox clutter, the perceptionthat there is too much and that theinformation is irrelevant. There are someconcerns about the mess UnaddressedAdvertising Mail is seen to create.
154
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
155
Unaddressed Advertising Mail
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Don’t Like About It
%
33
25
17
13
7
5
DISLIKE
Nothing
Other
Waste
Too Much
Messy
Irrelevant
COMMENTS
Nothing unless we go awayNothing - find them all useful
I like getting themNo dislikes
People can tell from letterbox that we are awayInvasion of privacy in a minor way
Supermarket cataloguesRepetitious
Waste of paper and clogs up letterboxWaste of time and resourcesWaste and did not ask for it
Bad for our forests
Too much of it and it fills up letterboxToo much and rubbishes street
Too many at Christmas timeToo much and repetitive
Too messy and builds up during holidaysSpews out of letterbox and into drains
Makes the streets look dirtyMesses up our letterbox
Too much of it is irrelevant to meThey send me stuff of no relevance
It’s usually irrelevant to meIt’s all irrelevant
Does Receiving UnaddressedAdvertising Mail Influence the Buying Decision
58% of Consumers say receivingUnaddressed Advertising Mailinfluences their buying decision.
This figure is similar to the 55% ofConsumers who say they purchase as a result of receiving UnaddressedAdvertising Mail as detailed later in this report.
156
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
157
Unaddressed Advertising Mail
58%
41%
1%0%
10%
20%
30%
40%
50%
60%
70%
Yes No Unsure
Does Receiving It Influence the Buying Decision
YESI get most of my shopping information from it
I only shop where I know the bargains are
I use it to do my shopping locally
NONot when I don’t even look at it
I bin it without reading it
It’s just rubbish
UNSUREI look at it but am not sure if it influences me
Good question - don’t know
It might - I‘m not too sure
What Percentage of UnaddressedAdvertising Mail Items Are Opened and Read
Consumers open and read 63% of the Unaddressed Advertising Mail items they receive.
The 25-34 age group opens and reads the highest percentage of UnaddressedAdvertising Mail items received.
The $40-49K household income bracketopens and reads the highest percentage of Unaddressed Advertising Mail items received.
158
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
159
Unaddressed Advertising Mail
What Percentage of Items Received are Opened and Read
By Age
By Household Income
58%
75%
60%65%
60%54%
0%
10%
20%
30%
40%
50%
60%
70%
80%
18-24 25-34 35-49 50-54 55-64 65+
63% 63%
60%
61%
62%
63%
64%
65%
66%
Female Male
64%
59%
66%
68%
64%
53%
53%
0% 10% 20% 30% 40% 50% 60% 70% 80%
<$20K
$20-29K
$30-39K
$40-49K
$50-74K
$75-99K
$100K+
What Percentage of ConsumersPurchase as a Result of ReceivingUnaddressed Advertising Mail
54% of female and 57% of maleConsumers say they purchase as a result of receiving UnaddressedAdvertising Mail items.
160
Marketing Media in Australia
Base: Sample = 608.Source: ResponseAbility Consumer Research 2001.
54%
57%
53%
54%
55%
56%
57%
58%
Female Male
161
What Percentage of Consumers Purchase as a Result of Receiving It
Unaddressed Advertising Mail
162
Marketing Media in Australia
Email Advertising
163
Marketing Media in Australia
164
Consumers
43% of Consumers say they have been subject to Email Advertising
47% of Consumers who have been subject to Email Advertising enjoy or are indifferent to it
31% of Consumers who have been subject to it can nominate an element of it that they like
84% of Consumers subject to it can nominate an element of it that they don’t like
5% of Consumers say Email Advertising influences their purchasing decision
5% of Consumers say they purchase as a result of receiving Email Advertising
23% of Consumers say they have access to Email at home only
15% of Consumers say they have access to Email both at work and at home
5% of Consumers say they have access to Email at work only
Business Receivers
40% of Business Receivers enjoy or are indifferent to receiving Email Advertising
37% of Business Receivers say they open 100% of Email Advertisements received
67% of Business Receivers say their use of Email Advertising will increase in the next 12 months
Business Senders
39% of Business Senders enjoy or are indifferent to receiving Email Advertising
44% of Business Senders say they open 100% of Email Advertisements received
73% say their use of Email Advertising will increase or stay the same in the next 12 months
Gatekeepers and Personal Assistants (Filterers)
39% of Filterers enjoy or are indifferent to receiving Email Advertising
40% of Filterers say that they open 100% of Email Advertisements received
Email Advertising – An Overview
165
Marketing Media in Australia
166
Contents
• Do Consumers Enjoy Receiving Email Advertising
• What Consumers Like About Email Advertising
• What Consumers Don’t Like About Email Advertising
• Does Email Advertising Influence the Buying Decision
• What Percentage Purchase as a Result of Receiving Email Advertising
• What Percentage of Consumers Have Access to Email at Work/Home
Email Advertising – What Consumers Think
167
169
171
173
175
177
179
Do Consumers Enjoy Receiving Email Advertising
Only 43% of Consumers say they havebeen subject to Email Advertising. 47% of these Consumers either enjoy or are indifferent to receiving EmailAdvertising (20% of population).
There appears to be little difference inthe attitudes of males and females inregard to receiving Email Advertising.
Graphs as to age and householdincome have not been produced due tothe small sample of 22 Consumers whosay they enjoy Email Advertising.
168
Marketing Media in Australia
Base: Sample = 472.Source: ResponseAbility Consumer Research 2001.
169
Do Consumers Enjoy Receiving It
Email Advertising
By Sex
54%
42%
5%
0%
10%
20%
30%
40%
50%
60%
No Indifferent Yes
55%
40%
5%
53%
43%
4%
0%
10%
20%
30%
40%
50%
60%
No Indifferent Yes
Female
Male
What Consumers Like About EmailAdvertising
31% of Consumers who have acomment on Email Advertising cannominate an element of receiving Email Advertising that they like.
The main reasons that thoseConsumers like Email Advertising arethat it is perceived to be quick and easy to receive, informative and forms a permanent record.
170
Marketing Media in Australia
Base: Sample = 472.Source: ResponseAbility Consumer Research 2001.
171
Email Advertising
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Like About It
%
69
13
8
6
4
DISLIKE
Nothing
Easy
Quick
Information
Other
COMMENTS
I don’t even open themDelete them immediately
Very annoyingI hate them
Can read it and delete it easilyCan read it at my leisure
An easy processI am in control
Quick and easy to open and deleteDoesn’t take long
Quick and efficientVery quick
Good for information on special productsGood for a variety of information
I get the information I requestStaying informed
It’s a permanent recordLess paper wastage
Can’t loose itIt’s cool
What Consumers Don’t Like AboutEmail Advertising
84% of Consumers who have acomment on Email Advertising cannominate an element of EmailAdvertising that they don’t like.
The main reasons that thoseConsumers dislike Email Advertisingare concerns about electronic viruses,the fact that they perceive that there istoo much Email Advertising and that itis seen to be wasteful, intrusive and an invasion of privacy.
172
Marketing Media in Australia
Base: Sample = 472.Source: ResponseAbility Consumer Research 2001.
173
Email Advertising
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Don’t Like About It
%
52
16
13
10
5
4
ISSUE
Other
Nothing
Too Much
Wasteful
Privacy
Intrusive
COMMENTS
Viruses that can destroy my computerVery careful about opening emailHave no idea who they are from
Concerned about viruses
They can be informativeI don’t dislike themI don’t mind them
Indifferent
Takes up too much space on my computerToo much unsolicited junkToo much irrelevant stuff
Way too many
Time consuming to downloadTime wasting and intrusive
Process takes too longWaste of my time
Invasion of my privacy and takes too longWhere do they get my details from
I need a password - they don’tLack of censorship
How dare they assume I want this stuffI am busy enough without this rubbish
Imposition on my work timeDon’t send them to me
Does Email Advertising Influence the Buying Decision
11% of the 43% of the sample whosay they have been subject to EmailAdvertising (5% of overall sample)say Email Advertising influences theirbuying decisions.
This figure is similar to the 9% ofConsumers that have been subject to Email Advertising (5% of overallsample) who say that they purchaseas a result of Email Advertising.
174
Marketing Media in Australia
Base: Sample = 472.Source: ResponseAbility Consumer Research 2001.
175
Email Advertising
86%
11%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No Yes Unsure
Does Receiving It Influence the Buying Decision
YESIt’s good because I get them at work and have time to digest them
Because I tend to receive stuff that’s of interest to me
I only open what I am interested in
NOHow can they get my email address and send me stuff without mypermission
I am so concerned about viruses that I don’t even open them
I hate the things
UNSUREI tend not to like them but they may influence me
I don’t mind them at work but not at home
I don’t know - I open them
What Percentage of ConsumersPurchase as a Result of Receiving EmailAdvertising
5% of Consumers say they purchase asa result of receiving Email Advertising.
176
Marketing Media in Australia
Base: Sample = 51.Source: ResponseAbility Consumer Research 2001.
4%
5%
0%
1%
2%
3%
4%
5%
6%
Female Male
177
What Percentage of Consumers Purchase as a Result of Receiving It
Email Advertising
How Many Consumers Have Access to Email at Work/Home
23% of Consumers have access toEmail at home only, 15% have accessboth at home and at work, and 5% ofConsumers have access to Email atwork only.
The 18-24 age group has by far thegreatest access to Email in the home.
The $75-99K income bracket has thegreatest access to Email at home.
178
Marketing Media in Australia
Base: Sample = 472.Source: ResponseAbility Consumer Research 2001.
179
Email Advertising
How Many Consumers Have Access to Email at Work/Home
By Age
By Household Income
47%
25% 26%23%
11%13%14%
22% 22%
14%
7%
1%
10%6%
4% 6%3%
0%0%
5%
10%
15%
20%25%30%
35%
40%
45%
50%
18-24 25-34 35-49 50-54 55-64 65+
Home
BothWork Only
23%
14%
6%
24%
16%
3%
0%
5%
10%
15%
20%
25%
30%
Home Both Work Only
Female
Male
18%
21%
22%
26%
24%
30%
19%
4%
6%
11%
13%
25%
28%
41%
3%
2%
7%
8%
7%
4%
11%
0% 10% 20% 30% 40% 50%
<$20K
$20-$29K
$30-$39K
$40-$49K
$50-$74K
$75-$99K
$100K+
Work Only
BothHome
Marketing Media in Australia
180
Contents
• Do Business People Enjoy Receiving Email Advertising
• What Percentage of Email Advertisements Are Opened
• Business Senders Email Advertising Intentions for the Next 12 Months
Email Advertising - What Business People Think
181
183
185
187
Do Business People Enjoy ReceivingEmail Advertising
40% of Business Receivers say theyenjoy or are indifferent to receivingEmail Advertising.
39% of Business Senders say theyenjoy or are indifferent to receivingEmail Advertising.
39% of Gatekeepers and PersonalAssistants say they enjoy or areindifferent to receiving EmailAdvertising.
182
Marketing Media in Australia
Base: Graph 1 Sample = 213. Graph 2 Sample = 187. Graph 3 Sample = 100.Source: ResponseAbility Business Research 2001.
183
Email Advertising Do Business People Enjoy Receiving It
Receivers
Senders
Gatekeepers and Personal Assistants
61%
26%
13%
0%
10%
20%
30%
40%
50%
60%
70%
No Yes Indifferent
60%
30%
10%
0%
10%
20%
30%
40%
50%
60%
70%
No Yes Indifferent
61%
20% 19%
0%
10%
20%
30%
40%
50%
60%
70%
No Yes Indifferent
What Percentage of EmailAdvertisements Are Opened
37% of Business Receivers say theyopen 100% of the Email Advertisementsthat they receive.
44% of Business Senders say they open100% of the Email Advertisements thatthey receive.
40% of Gatekeepers and PersonalAssistants say they open 100% of theEmail Advertisements they receive.
184
Marketing Media in Australia
Base: Graph 1 Sample = 213. Graph 2 Sample = 187. Graph 3 Sample = 100.Source: ResponseAbility Business Research 2001.
185
Receivers
Senders
Gatekeepers & Personal Assistants
Email Advertising How Many Advertisements are Opened by Business People
0%
0%
0%
13%
21%
5%
11%
2%5%
44%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0 <20% 20-39% 40-59% 60-79% 80-99% 100%
9%
19%
13%11%
4%
8%
37%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0 <20% 20-39% 40-59% 60-79% 80-99% 100%
32%
10%6%
10%
2%0%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
0 <20% 20-39% 40-59% 60-79% 80-99% 100%
Business People’s Email AdvertisingIntentions for the Next 12 Months
67% of Business Receivers say theirusage of Email Advertising will increaseor stay the same over the next year(usually off a low base).
73% of Business Senders say theirusage of Email Advertising will increaseor stay the same over the next year(usually off a low base).
186
Marketing Media in Australia
Senders
Base: Graph 1 Sample = 213. Graph 2 Sample = 187.Source: ResponseAbility Business Research 2001.
58%
26%
15%
2%
0%
10%
20%
30%
40%
50%
60%
70%
Increase Don't Use Stay the Same Decrease
52%
32%
15%
1%
0%
10%
20%
30%
40%
50%
60%
Increase Don't Use Stay the Same Decrease
187
Business People’s Email Advertising Intentions for the Next 12 Months
Email Advertising
Marketing Media in Australia
188
189
TV Advertising
Marketing Media in Australia
190
Consumers
55% of Consumers enjoy or are indifferent to watching TV Advertising
57% of Consumers can nominate an element of TV Advertising that they like
95% of Consumers can nominate an element of TV Advertising that they don’t like
41% of Consumers say that TV Advertising influences their purchasing decisions
50% of Consumers say that they purchase as a result of watching TV Commercials
191
TV Advertising - An Overview
Marketing Media in Australia
192
Contents
• Do Consumers Enjoy TV Advertising
• What Consumers Like About TV Advertising
• What Consumers Don’t Like About TV Advertising
• Does TV Advertising Influence the Buying Decision
• How Many Consumers Purchase as a Result of TV Advertising
TV Advertising - What Consumers Think
193
195
197
199
201
203
Do Consumers Enjoy TV Advertising
55% of Consumers either enjoy or areindifferent to TV Advertising.
There appears to be little difference inthe attitude of males and females inregard to enjoying TV Advertising.
The 18-24 age group most enjoyswatching TV Advertising.
Households with an income of <$20K enjoy watching TV Advertising the most.
194
Marketing Media in Australia
Base: Graphs 1 & 2 = Sample = 1,100. Graphs 3 & 4 Sample = 77.Source: ResponseAbility Consumer Research 2001.
195
TV Advertising
Do Consumers Enjoy It
By Sex
Yes - By Age
Yes - By Income
48% 45%
7%
0%
10%
20%
30%
40%
50%
60%
Indifferent No Yes
48%
44%
7%
47% 46%
7%
0%
10%
20%
30%
40%
50%
60%
Indifferent No Yes
Female
Male
10%
6%
8%
5%
7%
5%
0%
2%
4%
6%
8%
10%
12%
18-24 25-34 35-49 50-54 55-64 65+
7%
5% 6%5%
7%
5%
3%
0%
1%
2%
3%
4%
5%
6%
7%
8%
<$20K $20-29K $30-39K $40-49K $50-74K $75-99K $100K+
What Consumers Like About TV Advertising
57% of Consumers can nominate anelement of TV Advertising that they like.
The main reasons those Consumers likeTV Advertising are that TV ads can befunny, informative, clever and catchy,they may include good jingles and theyprovide a break in the programming.
196
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
197
TV Advertising
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Like About It
%
43
20
16
12
4
3
2
APPEAL
Nothing
Other
Humour
Informative
Clever
Break
Jingles
COMMENTS
They’re the reason I watch the ABC and SBSSwitch station when ad comes on
Nothing muchNone of them
Ads are good if made properlyBreaks up TV programsEntertainment for kids
Pays for free TV
Like funny and strange adsGood entertainment value
Funny and informativeOnly like funny ads
Opportunity to purchase if appropriateKeeps me informed of new products
New products and specialsKeeps me informed
Clever ads capture my attentionColourful and funnyClever and catchyClever and funny
Provides break in programChance to get to fridgeTime to make a cuppa
Time to go to toilet
Ads without music don’t workThe music can be great
Jingle must be goodLike clever jingles
What Consumers Don’t Like About TV Advertising
95% of consumers can nominate an element of TV Advertising they don’t like.
The main reasons those Consumersdislike TV Advertising are that theybelieve there are too many ads, the adsare louder than the program and aretoo loud, and the breaks are too long.Some believe the ads to be interruptive,intrusive and repetitious.
198
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
199
TV Advertising
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Don’t Like About It
%
20
20
18
17
14
6
5
ISSUE
Too Many
Too Loud
Too Long
Intrusive
Other
Repetitious
Nothing
COMMENTS
Too many after the movieToo many and repetitiveToo many annoying ads
Just far too many
Louder than the programToo loud and too long
Loud and intrusiveNoisy and tasteless
Too long and too frequentShould be a time limitToo lengthy and boringToo long and intrusive
Always at the wrong time in showTime wasting and intrusive
Hate ads during footyGets on my nerves
Should not use sex to sellBad influence on children
Treat you like an idiotBrain washing
Too much repetition during breakRepetitive and boringStupid and repetitiveSame ads all the time
Sometimes better than the programDon’t mind the adsGives me a breakFills in the night
Does TV Advertising Influence theBuying Decision
41% of Consumers say watching TVAdvertising does influence their buying decisions.
This figure is similar to the 50% ofConsumers who say they purchase as a result of watching TV Advertising as detailed later in this document.
200
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
201
TV Advertising
58%
41%
1%0%
10%
20%
30%
40%
50%
60%
70%
No Yes Unsure
Does TV Advertising Influence the Buying Decision
YESIt’s hard not be influenced by TV commercials
I saw the car and knew I had to check it out
I must see hundreds of ads a month
NOI switch off the remote when the ads come on
I never watch the ads
I ignore the ads
UNSUREIt may influence me, I’m not sure
You think they would but I don’t know
I am open to many influences
What Percentage Consumers Purchase as a Result of TV Advertising
52% of female and 48% of maleConsumers say they purchase as a result of TV Advertising.
202
Marketing Media in Australia
Base: Sample = 1,100. Source: ResponseAbility Consumer Research 2001.
52%
48%
46%
47%
48%
49%
50%
51%
52%
Female Male
203
What Percentage of Consumers Purchase as a Result of It
TV Advertising
204
Marketing Media in Australia
Radio Advertising
205
206
Marketing Media in Australia
Consumers
72% of Consumers either enjoy or are indifferent to Radio Advertising
50% of Consumers can nominate an element of Radio Advertising that they like
74% of Consumers can nominate an element of Radio Advertising that they don’t like
18% of Consumers say that Radio Advertising does influence their purchasing decision
14% of Consumers say that they purchase as a result of Radio Advertising
Radio Advertising – An Overview
207
208
Marketing Media in Australia
Contents
• Do Consumers Enjoy Radio Advertising
• What Consumers Like About Radio Advertising
• What Consumers Don’t Like About Radio Advertising
• Does Radio Advertising Influence the Buying Decision
• How Many Consumers Purchase As a Result of Radio Advertising
Radio Advertising - What Consumers Think
209
211
213
215
217
219
Do Consumers Enjoy Radio Advertising
72% of Consumers either enjoy or areindifferent to Radio Advertising.
There appears to be little difference inthe attitude of males and females inregard to enjoying Radio Advertising.
Graphs showing breakdowns by ageand household income have not beenproduced due to the small sample of 47 Consumers who enjoy Radio Advertising.
210
Marketing Media in Australia
By Sex
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
67%
29%
4%
66%
29%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Indifferent No Yes
FemaleMale
68%
28%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Indifferent No Yes
211
Do Consumers Enjoy It
Radio Advertising
What Consumers Like About Radio Advertising
50% of Consumers can nominate an element of Radio Advertising that they like.
The main reasons that thoseConsumers like Radio Advertising are the fact that Radio Advertising is seen to be less intrusive than TV Advertising, Radio Advertising is seen to be informative andhumorous and Consumers can tune out if they wish.
212
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
213
Radio Advertising
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Like About Receiving It
%
50
39
4
3
2
2
APPEAL
Nothing
Other
Less Intrusive Than TVAdvertising
Informative
Can Tune Out
Humour
COMMENTS
Can’t think of anythingThey’re all the same
Nothing at allWhat’s to like
Good to listen in the carQuick and to the point
Like the jinglesVariety
Not as invasive as TV AdvertisingNot as in your faceNot as noticeableLess interfering
Find out about the salesNew product informationExposure to information
Specials and sales
Don’t have to pay attentionCan ignore it - block it out
Easier to ignoreCan flick it off
Like humorous radio adsHumorous informationHumorous and catchyLike Wendy Harmer
What Consumers Don’t Like AboutRadio Advertising
74% of Consumers can nominate anelement of Radio Advertising that they don’t like.
The main reasons that thoseConsumers dislike Radio Advertisingare that they are perceived tointerrupt the program (especiallymusic programs), there are too manyads, the ads are repetitious and thefact that products being advertised on Radio cannot be seen.
214
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
215
Radio Advertising
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Don’t Like About It
%
40
26
17
9
5
2
1
DISLIKE
Other
Nothing
Interruptive
Too Many
Repetitive
Indifferent
Can’t See Product
COMMENTS
I turn off when the ads come onTry not to listen to them
Hard to switch offBoring ads
It’s just part of listening to the radioRadio ads are sometimes funny
Again it pays for free radioI don’t mind radio ads
I only want to listen to the musicInterrupts the program
Stops the musicIntrusive
Excessive number of radio adsTakes up too much time
Too many and too intrusiveFar too many ads
Same old ads all the timeRepetitive and boringNumber of repeat ads
Sick of repetition
Don’t listen to radio adsTry not to listen to ads
No opinionDon’t care
Can’t see what’s being offeredCan’t see products advertised
Can hear but not seeNo touch no feel
Does Radio Advertising Influence theBuying Decision
18% of Consumers say that RadioAdvertising influences their purchasing decisions.
This figure is similar to the 14% ofConsumers who say they purchase as a result of Radio Advertising as detailed later in this document.
216
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
217
Radio Advertising
81%
18%
1%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
No Yes Unsure
Does It Influence the Buying Decision
YESI listen to radio all day at work
They’ve got me captured driving around all day
I enjoy radio ads and I am definitely influenced by them
NOI tune out to radio ads
I only listen to non-commercial radio
I try not to be influenced by ads
UNSUREI don’t think so but I could be
I don’t know
Who knows
What Percentage Consumers Purchaseas a Result of Radio Advertising
15% of female and 12% of maleConsumers say they purchase as a result of Radio Advertising.
218
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
82%
15%
3%
87%
12%
1%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No Yes Unsure
FemaleMale
219
What Percentage of Consumers Purchase as a Result of It
Radio Advertising
220
Marketing Media in Australia
Newspaper and Magazine Advertising
221
222
Marketing Media in Australia
Newspaper and Magazine Advertising - An Overview
223
Consumers
57% of Consumers enjoy or are indifferent to Newspaper and Magazine Advertising
81% of Consumers can nominate an element of Newspaper and Magazine Advertising that they like
48% of Consumers can nominate an element of Newspaper and Magazine Advertising that they don’t like
61% of Consumers say that Newspaper and Magazine Advertising influence their purchasing decisions
55% of Consumers say that they purchase as a result of Newspaper and Magazine Advertising
224
Marketing Media in Australia
Contents
• Do Consumers Enjoy Newspaper and Magazine Advertising
• What Consumers Like About Newspaper and Magazine Advertising
• What Consumers Don’t Like About Newspaper and Magazine Advertising
• Does Newspaper and Magazine Advertising Influence the Buying Decision
• What Percentage Purchase as a Result of Newspaper and Magazine Advertising
Newspaper and Magazine Advertising - What Consumers Think
225
227
229
231
233
235
Do Consumers Enjoy Newspaper and Magazine Advertising
57% of Consumers enjoy or areindifferent to Newspaper and MagazineAdvertising.
Once again, there is little difference in the attitudes of male and femaleConsumers in regard to enjoyingNewspaper and Magazine Advertising.
The 25-34 age group most enjoysNewspaper and Magazine Advertising.
The $75-99K income bracket mostenjoys Newspaper and MagazineAdvertising.
226
Marketing Media in Australia
Base: Graphs 1 & 2 = Sample = 1,100. Graphs 3 & 4 Sample = 604.Source: ResponseAbility Consumer Research 2001.
227
Newspaper and Magazine Advertising
Do Consumers Enjoy It
By Sex
Yes - By Age
Yes - By Household Income
55%
42%
2%
0%
10%
20%
30%
40%
50%
60%
Yes No Indifferent
55%
42%
3%
56%
43%
2%
0%
10%
20%
30%
40%
50%
60%
Yes No Indifferent
Female
Male
57%64%
57% 54% 57%
44%
0%
10%
20%
30%
40%
50%
60%
70%
18-24 25-34 35-49 50-54 55-64 65+
47%52%
60%54%
62%72%
65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
<$20K $20-29K $30-39K $40-49K $50-74K $75-99K $100K+
What Consumers Like About Newspaperand Magazine Advertising
81% of Consumers can nominate anelement of Newspaper and MagazineAdvertising that they like.
The main reasons that those Consumers like Newspaper andMagazine Advertising are that it is seento provide useful information, it can beeither read or ignored and the fact thatit can be viewed at a time of theConsumer’s choosing.
228
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
229
Newspaper and Magazine Advertising
What Consumers Like About It
%
37
19
18
11
10
3
2
APPEAL
Other
Nothing
Information
Choice
Timing
Visuals
Convenience
COMMENTS
Well presentedLess intrusive
IndifferentVariety
Try to ignore themAbsolutely nothing
Don’t read adsHate them
Exposure to new products and servicesA lot of information about products
Awareness of new productsGives all the information
Choose to read it or notCan skip over or readDon’t have to read it
Easy to ignore
Can read it later and not in your faceCan cut it out and read itCan read it at my leisure
Can take it with you
Good usage of colourColourful pictures
Colourful adsColourful
Compares prices and qualityCan shop from home
Can read in detailCan skim easily
What Consumers Don’t Like AboutNewspaper and Magazine Advertising
48% of Consumers can nominate anelement of Newspaper and MagazineAdvertising that they don’t like.
The main reasons that thoseConsumers dislike Newspaper and Magazine advertising are that they believe there are too many ads and they take up too much space, especially in Magazines.Some believe the ads are repetitive and/or misleading.
230
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
231
Newspaper and Magazine Advertising
Percentage of Consumers Purchase as a Result of Receiving Media
What Consumers Don’t Like About It
%
52
20
18
6
2
2
APPEAL
Nothing
Other
Too Many
Space
Repetitive
Misleading
COMMENTS
There’s nothing I don’t like about themI don’t have to read them
They’re easy to ignoreCan’t say
Too many boring adsAds without picturesDon’t like large ads
Sexist media
Magazines are ads with a bit of news thrown inMore ads than there is news
Just too many of themThey’re on every page
Takes up all the good reading spaceMore and more space going to ads
Dominates magazine spaceTakes up most of magazine
It’s always cars at the front and perfume at backIt’s always the same advertisers
They’re the same each weekRepetitive and misleading
They don’t tell the full story Misleading and ambiguous
Beware the fine printUnrealistic promises
Does Newspaper and MagazineAdvertising Influence the Buying Decision
61% of Consumers say Newspaperand Magazine Advertising doesinfluence their buying decisions.
This figure is similar to the 55% of Consumers who say they purchase as a result of Newspaper and Magazine Advertising as detailed later in this document.
232
Marketing Media in Australia
Base: Sample = 1,100.Source: ResponseAbility Consumer Research 2001.
233
Newspaper and Magazine Advertising
61%
38%
1%0%
10%
20%
30%
40%
50%
60%
70%
Yes No Unsure
Does It Influence the Buying Decision
YESI bought a coffee maker recently that I saw in a magazine
The ads are the best bits of newspapers and magazines
I buy them mainly to study the different ads for cars
NOThe Sunday magazines are all the same
I buy the papers to read the news
Don’t look at the ads
UNSUREI read the papers every day so I may be influenced by the ads
I don’t think I take that much attention to the ads
Maybe they do maybe they don’t
What Percentage of ConsumersPurchase as a Result of Newspaper and Magazine Advertising
55% of Consumers say theypurchase as a result of Newspaperand Magazine Advertising.
234
Marketing Media in Australia
Base: Sample = 594.Source: ResponseAbility Consumer Research 2001.
55%
56%
50%
55%
60%
Female Male
235
What Percentage of Consumers Purchase as a Result of It
Newspaper and Magazine Advertising
Marketing Media in Australia
236
The results and findings of this report are the outcome of research conducted using acombination of focus groups, face-to-face interviews and quantitative telephone interviews.The details of this research are provided below.
Focus Group ResearchThe focus groups included five consumer groups made up of males and females, aged 18-70,with a mix of both white and blue collar and full time and part time workers. The five business focus groups involved small to medium sized business owners/managers,large business managers and personal assistants. There were eight people in each group.
Face-to-Face InterviewsA total of 50 in-depth face-to-face interviews were conducted in two Australian capital citiesand two regional areas. The outcomes of both the focus group research (see above) andthe face-to-face interviews were used to determine the questionnaires for the quantitativetelephone research.
Quantitative Telephone InterviewsThe telephone research examined the attitudes of Consumers, Business Senders, BusinessReceivers, and Gatekeepers and Personal Assistants to various media.
The 1,100 Consumer surveys completed were conducted in the following areas and in thefollowing numbers around Australia:
New South Wales 200
Victoria 200
Queensland 200
South Australia 100
Western Australia 100
Tasmania 100
Northern Territory 100
ACT 100
Total 1,100
The Business surveys were conducted with the following people and in the followingnumbers:
Title Sydney Melbourne Geelong Total
Managing Director 25 20 5 50
General Manager 25 20 5 50
Operations Manager 25 20 5 50
IT Managers 25 20 5 50
Purchasing Managers 25 20 5 50
Owner/Manager 25 20 5 50
Marketing Managers 25 20 5 50
Other Title 25 20 5 50
Personal Assistants 25 20 5 50
Receptionists 25 20 5 50Total 250 200 50 500
Survey Details
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Marketing Mediain Australia
Volume 1
A ResponseAbility ReportSponsored by Australia Post
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