DMA report claims door-drops are more effective than TV ads - DMBulletin - Direct Marketing news by Email - Brand Republic

DMA report claims door-drops are more effective than TV ads - DMBulletin - Direct Marketing news by Email - Brand Republic: DMA report claims door-drops are more effective than TV ads
by Charlie McCathie Brand Republic 30 Jan 2007

Keywood: 'research is very encouraging'
LONDON - New research conducted for the DMA has revealed that door-drops make more of an impact on consumers than TV ads.

Most respondents, 72%, said they had taken some action as a result of receiving unaddressed door-drop items through their letterbox.

This compares with 52% agreeing with the statement that they did not take much notice of what is being advertised on TV.

The study also found that door-drops are more effective if they include a giveaway. When the door-drop included a money-off coupon 84% said they had taken action as a result.

Accubiz Research & Consulting directed the survey, which involved 400 interviews conducted in homes that were demographically selected to ensure an accurate representation.

Among other findings, the research revealed that almost 80% of respondents had taken some action as a result of receiving either a national or local government leaflet.

When respondents were asked how useful they found different media as a source of advertising, 28% said they found leaflets and free samples very or quite useful.

Free local papers scored best, with 43% of respondents saying they found them very or quite useful as a source of advertising.

Males, C2DEs and people from the South or Scotland were more likely to be happy to receive leaflets, free samples and circulars, while people aged under 35, females, ABC1s and people from the North are the most likely to notice the ads in leaflets and free samples.

DMA member Colin Keywood, managing director of research company The Front Door, said: "The research is very encouraging and shows that people do actually find door drops useful and relevant to them.

"It also demonstrates that it provides them with a degree of information that they have to actively go and find in other media -- reinforcing the role of door drops in the wider media mix."