Do your own test

Do your own test: It should come as no surprise that research funded by a company that produces Sunday newspaper advertising inserts should reveal that the “best media to motivate actual buying decisions” are Sunday newspaper advertising inserts. However, here”s a way to run your own objective test (I’ve done it several times by accident.). Next Sunday, drive into the parking lot at your local Target and watch the mass of cars stream in, driven by customers clutching their advertising inserts. By the way, I suggest this to marketing managers 2-3 times a year when I hear them observe, “No one ever reads those things,” about such inserts. “No one,” I say, “Except those people who go shopping.” (via MediaPost)