Newspapers reach TM - Ads24

Ads24's media neutral research survey, Path to Persuasion, revealed that newspapers are an effective media advertising format for the fast food category, alongside television, and at a lower cost.

Research aim

The research aimed to understand the role different media formats play in the consumers' path to purchase.

Highest spend determined

"This media combination seems to work for media planners and their fast food clients," said Karen Dyke, strategy and insights specialist at Ads24. “We saw, from the period August 2011 to July 2012, that there was a 3.19% increase in fast food, restaurants and bar advertising spend. Of particular interest to us was the change in media strategy, with the highest spend increases in direct mail, internet and out-of-home media formats." The total spend in the stipulated category was R917,274,734. The six stages

The research model focuses specifically on the consumers' path to purchase, which comprises six stages: Introduction, Entertainment, Education, Information, Comparison and Persuasion. "So our research assists media planners in directing advertising spend based on how and when consumers make a choice to purchase something.

Synergy to the fast food media mix

"The research determined that TV and newspapers bring synergy to the fast food media mix and both channels play clearly differentiated roles in the consumers' mind. For planners, money is thus not wasted."

The fast food category formed part of Wave 2 of the Path to Persuasion (2011) and comprised of a sample of 203 respondents: males (56%) and females (44%) across all ethnic groups and representative of the makeup of the economically active South African population. Respondents had an average household income of R7 860 and personal income of R2 049.

As with the consumer path to purchase, "the media path to persuasion" is affected by different factors such as the target market, nature of the product being advertised, media weights, etc.

*Source: Bizcommunity.

*About Adcomm:

Adcomm is an advertising and marketing supplier focused digital and print magazine. Aimed at helping SME's, Corporate companies, Advertising agencies and Government related departments increase their Brand awareness and aid in their advertising and marketing campaigns.

We are here to help businesses find relevant advertising communication and marketing suppliers easily and effectively. Naturally while also showcasing these suppliers' ideas and products.

Although we are just getting started and are relying more on PR companies at the moment. We would like to bring you more news, opinions and insights from our actual suppliers relating to advertising and marketing communication. Once they have finally become more accommodating with their opinions and insights.

We cover a very broad spectrum of suppliers from Digital: Web design, Web Development, Animation, SEO, Content Marketing, Social Media, SMS Marketing etc. Outdoor (OOH): Branding, Vehicle Graphics, Signage, Billboards etc. Events Companies: Companies setting up, catering for and offering events, including venues etc. Audio Visual, Staging, Packaging, Voice over artists/services, Video production, Film Production, Printing, Exhibitions, Displays and more much more.

For more information please contact us on 011 075 3817 or alternatively This email address is being protected from spambots. You need JavaScript enabled to view it..