An interesting study by Adweek Media/Harris Poll tells us that bargain hunters search for bargains in specific media and that the media can be segmented by the age of the individual.
So, for example, if you wanted to target
- 18-34 year olds are more likely to say online ads (22%) and television commercials (17%) are the best places to go
- 35-44 year olds go online (26%)
- 24% of those 44-54 and 33% of those 55 and older say newspaper and magazine advertisements those are media most likely to help them find the best bargain.
So before you start moving all your media buying dollars to on-line because it drives a lower cost per inquiry – remember that your target audience might not use that channel as its primary channel. Remember – success is driven by reaching the right audience with the right message via the right channel at the right time!
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