Advertise or Die

According to a new Ad-ology Research study, "Advertising's Impact in a Soft Economy," more than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Conversly, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business.

Key Findings Include:

• 40% of consumers use coupons more now than a year ago
• Most consumers are as willing or more willing to pay more for ‘healthy' or ‘organic' products than they were a year ago
• A ‘deeply discounted price' was the number-one factor that would make consumers more likely to purchase a big-ticket item (+$1,000)
• TV, newspaper, direct mail, and Internet top local media from which consumers saw/heard an ad within the last 30 days that led them to take action
• Store Web sites ranked second only to search engines as the way consumers research products and shop online

Excerpts from "Research Brief" of MediaPost Publications

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