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Direct Response Marketing

Barnes & Noble Study: TV Ads Making an ‘A’

5 Sep, 2012 By: Doug McPherson


NEW YORK – TV ads remain a valuable way to reach college students, according to the 2012 Barnes & Noble College Marketing Report on students’ media habits and purchasing influences.

The report, based on a survey of 7,500 U.S. college students, also found:

  • 42 percent say TV ads are the most effective type of advertising.
  • 65 percent of college students use social media weekly to engage with brands, primarily on Facebook. As many as a third do so at least three times a day.
  • 55 percent of students do not think that Facebook is a good place for brands to advertise.
  • Students prefer E-mails to texts from marketers. More than half (58 percent) view E-mails on their laptops.
  • 68 percent would be interested in becoming an on-campus student brand ambassador.
  • 70 percent are more likely to buy from a brand that supports a charitable cause, and 63 percent are willing to spend more to do so.
  • 59 percent say friends are the biggest influence on their buying decisions.

Lisa Malat, Barnes & Noble College’s vice president of marketing and operations, says she believes students continue to consume media at a very rapid pace and that TV is one of their top choices. “They continue to be influenced by what they’re seeing,” Malat says “They’re changing all the time, and the channels that they prefer change all the time.”

She adds that students say they don’t want blatant brand advertising on Facebook.

“Brands have to be really careful with how they engage with students on this channel,” Malat says. “What works is really being able to offer something of value. It could be coupons, it could be special promotions, it could be a VIP ticket to an event – it could also be using Facebook or social media as a way to gain insight into additional research with this demographic.”


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