RESEARCH

Reaching Consumers 2008

In 2008, a comprehensive research study involving a large representative sample of the Australian population was conducted to analyse the media channels consumers prefer when receiving promotional communications. The results are something that no marketer, agency or media buyer can afford to miss.

Conducted by Open Mind Research Group, the research covers 12 media channels, including television, newspapers, magazines, radio, addressed mail, unaddressed mail, email and online, across 19 industries, including banking, superannuation, telecommunications, travel & leisure, fashion, hardware and more.

Download the full report or look at the industry-specific reports.

Consumer Perspectives on the Role of Direct Mail, Email and Online Advertising

This study, conducted by Open Mind Research Group in late 2008, explores consumer perspectives on the benefits of each as communication channels and perceptions regarding the way in which information received through these channels impacts on their views of the company, the importance they place on the messages and their response to the information received.

Understanding consumer perspectives on the role of different communication channels allows marketers to plan more effective marketing campaigns, and as this study shows, each channel does have a distinct role to play in communicating with customers.

Download the full report here.