Brand recall increased by 102 per cent among well-heeled consumers exposed to print advertising compared to those who were not, according to research by TNS.
People are also more likely to think positively about brands and ads in print, claimed the survey. The study was based on interviews with 2,000 people with a household monthly income of more than HK$40,000 (US$5,100) or S$6,500 (US$4,100) in Hong Kong and Singapore.
"Reach has always been a big factor in the argument for print, but publishers also need to make a case in terms of the type of environment the medium can deliver," said Frank Proctor, the project co-ordinator and former chairman of Sopa.
