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July 2013

Brochure Influence Research

In 2010, Professor Ian Cross conducted a brochure distribution research study for the International Association of Professional Brochure Distributors. In 2013, Alexa Kelly, student of marketing and international business at Arizona State University, USA, reproduced this study. Below is a summary of the results of 219 visitors surveyed in Sydney.

%URFKXUHV67,//,Qテ々HQFH$FWLRQ

86% 77% 72%

said that they would FRQVLGHUDOWHULQJWKHLUSODQV as a result of picking up a brochure for an attraction or business.

61%

said that they planned to XVHDGLVFRXQWFRXSRQ offered in a brochure.

said that they SODQQHGWRYLVLWDQGDWWUDFWLRQRUEXVLQHVV as a result of picking up a brochure from a brochure rack. said that theyEHFRPHDZDUHRIDWUDYHOVHUYLFHRU DWWUDFWLRQ because of a brochure.

,Qテ々HQFHRI6RXUFHV%()25(7ULS 1. Web/Internet 2. Friend/Relative 3. Travel Guide 4. Map 5. Brochure 6. Visitor Centre 7. TV 8. Newpaper 9. Radio 10. Billboard

78% 75% 59% 49% 37% 36% 23% 17% 11% 9%

,Qテ々HQFHRI6RXUFHV'85,1*7ULS 1. Brochure 2. Map 2. Visitor Centre 4. Web/Internet 5. Friend/Relative 6. Travel Guide 7. TV 8. Newpaper 9. Billboard 10. Radio

88% 85% 85% 77% 69% 64% 21% 19% 18% 13%

Brochures are still the #1 source of travel information for visitors in-market

Brochure Influence Research  
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