Ipsos study reveals regionals' potential

Regional press advertising can help national brands increase awareness and sales, according to new research from Ipsos Mori.

In a survey covering six major regional campaigns from national advertisers, Ipsos found that 15 to 62 per cent of readers had awareness of the advertising, and that up to 11 per cent of them bought the product advertised.

The survey, based on 2,500 face-to-face interviews with consumers, marks the second stage of the Newspaper Society's The Wanted Ads study.

Detailed findings on six regional ad campaigns, from Heinz, Thomas Cook, Foster's, Innocent, Lavazza and Dr Oetker, measured brand awareness, brand preference, purchasing intent and action.

Robert Ray, the marketing director of the Newspaper Society, said: "Regional press can clearly play a crucial role in the communications mix."

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