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Valassis Survey Reveals Consumers Hold Emotional Connection to Preprints

Press release from the issuing company

LIVONIA, Mich., June 7 -- Valassis, the leading company in marketing services and Connective Media, announced today results of a recent survey conducted by Ipsos Insight, and commissioned by Valassis, which revealed consumers have an emotional connection and are engaged with preprinted inserts, with 59 percent of preprint users saying they simply "love reading inserts." The survey, part of a two-phase study conducted by Ipsos Insight, was commissioned to gain an understanding of consumer shopping behavior and the role that newspaper preprinted inserts, compared to other media, play in the U.S. consumer purchase-decision process. "This study reflects an important trend in consumer purchasing habits, suggesting consumers prefer to opt-in to information from advertisers on their terms," said Michael Kowalczyk, Valassis Vice President, Customer Marketing. "Preprinted inserts continue to be an effective way to increase awareness and drive product sales." Results also show that 73 percent of consumers, age 18 and older, believe inserts are not intrusive like other advertising media. This is believed to be because they can view them when they choose and on their terms. For the advertiser, this means consumers are receptive to inserts because they have chosen to engage with them. Reaching them at the right time is important because gaining the consumer's attention leads to action. In fact, 87 percent of respondents said they would actually visit a store; and 70 percent said they would purchase the item advertised in the insert, as well as additional items. Preprints are found to resonate with the consumer, driving incremental traffic with store visits and increasing the basket sizes with impulse purchases. Valassis, one of the largest media buyers in the United States, works with 92 of the 100 leading national advertisers, and delivers more than 10 billion media impressions annually. Valassis' product portfolio includes newspaper- delivered promotions and advertisements such as inserts, sampling, polybags and on-page advertisements; direct-to-door advertising and sampling; direct mail; Internet-delivered marketing; loyalty marketing software; coupon and promotion clearing; and promotion planning and analytic services.

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