| While new media, including the Internet, have come into the limelight, old-line media such as advertising inserts still maintain high growth. This is because of the appreciation of the fact that advertising inserts have attributes that cannot be found in other media. |
| Five Points |
Immediate Effect -
This media is directly linked to purchasing behavior
(sales).
Reliability - It is a highly reliable media delivered
to each household using the newspaper as an indirect
media.
Freedom of Choice - Area segmentation, design
and paper size, schedules, etc. can be selected at advertisers'
discretion.
Economical - There is no waste because the area
can be selected in the proximity of target commercial
zone.
Retainability - Consumers can keep the inserts
and they often carry them when they go shopping.
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These five points have the following effects.
|
| Closely connected to purchasing behavior |
| The following graph shows the response to the question about what advertisement is helpful in purchasing goods at department stores or supermarkets. Advertising inserts are delivered to households along with newspapers, and always kept at hand so that they are easily and readily available at the time of shopping. Moreover, they enjoy the fullest confidence of consumers because they are treated similar to newspapers. |
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| Advertisements that affect closely the needs of community |
| In small-scale retail store advertising, far-flung advertisement using television, newspapers and magazines is wasteful, time-consuming and costly in comparison with advertisements aimed at the target commercial zone (an area within a certain range where target customers reside). In the case of advertising inserts, however, advertising that affects closely the needs of the community and aims at a target commercial zone only is possible because its distribution area can be set by the unit of delivery area of individual newspaper sales departments. Also, opportune advertising activity can be easily developed for various events including sales promotions. |
| Superior cost performance |
| Advertising inserts are low cost and highly effective because of the effective distribution targeting a specific area only and are closely connected with purchasing behavior. Greater advertising effect can be obtained by making the most use of marketing and fully worked-out design. |
