Fighting the catalogue corner

Fighting the catalogue corner
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New research shows that catalogues reach more than 18 million Aussies every week – so the Australian Catalogue Association (ACA) is campaigning to make sure the word is out.

The ACA’s latest Industry Valuation and Market Segmentation report reveals that catalogues reach 18.3 million Australians each week, and consumer consumption of catalogues remains higher than other advertising channels.

Television, for example, has an audience reach of 14 million, newspapers 14.2 million and commercial radio 14.4 million.

And according to new research by Australia Post, 62% of people cite catalogues as the most effective form of ad communication, ahead of TV and online.

The same report, however, shows retailers have decreased their spend in catalogues by 4%.

Kellie Northwood, executive director of the ACA, said: “International trends show catalogues are becoming more effective through interactive features such as augmented reality and QR codes that link consumers to retailer websites and videos.

“We believe we will start seeing these trends appear in Australia over the next 12 months as retailers become more innovative and savvy with their marketing campaigns.”

She added: “Catalogues provide a ‘time-out’ approach to advertising, creating a dialogue where the brand can communicate its values with an engaged audience, ensuring a sufficient amount of time for the brand to be absorbed and enjoyed. Thumbing through a well-considered catalogue is relaxing and opens the opportunity to grow brand equity and product aspiration.”

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