Resumen

PERKS, S. Factors impacting flyers as an effective promotional tool. JCMAN [online]. 2013, vol.10, n.1, pp.405-426. ISSN 1815-7440.

Flyer marketing can be accomplished with a limited budget and without reliance on design specialists. In the competitive businesses environment of today many businesses has resorted to using mobile or internet marketing. However, consumers are still bombarded with flyers at robots, as inserts in newspapers or in their mailboxes which implies the extent of its use as a promotional tool. The primary objective of the paper is to explore the factors impacting flyers as an effective promotional tool. A quantitative research approach was followed. A non-probability sample of 350 respondents was surveyed in the Nelson Mandela Metropole using self-administered questionnaires. An exploratory factor analysis revealed nine factors impacting flyers as an effective promotional tool. The perceptions of consumers are positive regarding flyers as an effective promotional tool. It was further found that flyers should be used in addition to other marketing communication tools. The analysis of variance results revealed nineteen significant relationships between the demographical variables and the identified factors. It was found that businesses should take note of the impact of demographic variables when determining the intended flyer target market, when designing the message, the information it should contain, the corporate image it wishes to portray and when appointing flyer distributors

Palabras clave : consumers; flyers; marketing communication; promotional tool; retailers.

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