{"id":11381,"date":"2015-06-23T11:05:48","date_gmt":"2015-06-23T16:05:48","guid":{"rendered":"http:\/\/postalemployeenetwork.com\/news\/?p=11381"},"modified":"2015-06-23T11:06:00","modified_gmt":"2015-06-23T16:06:00","slug":"advertising-mail-more-memorable-than-digital-study-finds","status":"publish","type":"post","link":"https:\/\/postalemployeenetwork.com\/news\/2015\/06\/23\/advertising-mail-more-memorable-than-digital-study-finds\/","title":{"rendered":"Advertising mail more memorable than digital, study finds"},"content":{"rendered":"<header class=\"entry-header\">\n<h1 class=\"entry-title-full\">Total recall<\/h1>\n<div class=\"link-subhead-full\"><strong>Advertising mail more memorable than digital, study finds<\/strong><\/div>\n<div class=\"entry-meta\"><span class=\"entry-date\"><time class=\"entry-date\" datetime=\"2015-06-23T11:03:31+00:00\">USPS News Link &#8211; June 23, 2015<\/time><\/span><\/div>\n<\/header>\n<div class=\"entry-content full\">\n<div class=\"post-thumbnail\"><a title=\"Advertising mail is more likely to be remembered and spur consumer purchases, new research suggests.\" href=\"http:\/\/link.usps.com\/wp-content\/uploads\/2015\/06\/digital_ads_story.jpg\" rel=\"lightbox\"><img loading=\"lazy\" decoding=\"async\" class=\"attachment-twentyfourteen-full-width wp-post-image\" src=\"http:\/\/link.usps.com\/wp-content\/uploads\/2015\/06\/digital_ads_story.jpg\" alt=\"Digital ads\" width=\"220\" height=\"180\" \/><\/a><\/p>\n<h6 class=\"link-caption\">Advertising mail is more likely to be<br \/>\nremembered and spur consumer purchases,<br \/>\nnew research suggests.<\/h6>\n<\/div>\n<p>Consumers are more likely to remember advertisements they receive in the mail than ads they see online, the Postal Service\u2019s Office of Inspector General (OIG) reported last week.<\/p>\n<p>The study reinforces previous industry research that highlights the enduring value of advertising mail, which accounted for $20 billion \u2014 or 31 percent \u2014 of USPS revenue last year.<\/p>\n<p>\u201c[C]ompanies that want to generate a more accurate memory of an ad, for better recall during a purchase, would be served best by physical ads,\u201d the report<span class=\"Apple-converted-space\">\u00a0<\/span><em><a href=\"https:\/\/www.uspsoig.gov\/sites\/default\/files\/document-library-files\/2015\/rarc-wp-15-012.pdf\" target=\"_blank\">stated<\/a><\/em>.<\/p>\n<p>The OIG, an independent agency that audits USPS, worked with Temple University\u2019s Center for Neural Decision Making. Researchers studied people\u2019s responses to physical and digital media, including their ability to recall the products advertised.<\/p>\n<p>Physical ads trigger brain activity responsible for value and desirability for featured products, which signal a greater intent to purchase, the researchers concluded.<\/p>\n<p>USPS leaders emphasized the effectiveness of advertising mail, as well as efforts to help businesses use mail to<span class=\"Apple-converted-space\">\u00a0<\/span><em><a href=\"http:\/\/link.usps.com\/2015\/05\/18\/innovative-investments\/\">link<\/a><\/em><span class=\"Apple-converted-space\">\u00a0<\/span>digital and physical content, during the recent National Postal Forum.<\/p>\n<p>Additionally, in a series of new videos, the Postal Service showcases<span class=\"Apple-converted-space\">\u00a0<\/span><em><a href=\"http:\/\/link.usps.com\/2015\/06\/18\/the-long-run\/\">Hammacher Schlemmer<\/a><\/em>,<em><a href=\"http:\/\/link.usps.com\/2015\/06\/22\/class-act\/\">Sterling Jewelers<\/a><\/em><span class=\"Apple-converted-space\">\u00a0<\/span>and other companies that successfully use mail to promote their products.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Total recall Advertising mail more memorable than digital, study finds USPS News Link &#8211; June 23, 2015 Advertising mail is more likely to be remembered and spur consumer purchases, new research suggests. Consumers are more likely to remember advertisements they receive in the mail than ads they see online, the Postal Service\u2019s Office of Inspector [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11382,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[],"class_list":["post-11381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-usps-news","last_archivepost"],"_links":{"self":[{"href":"https:\/\/postalemployeenetwork.com\/news\/wp-json\/wp\/v2\/posts\/11381","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/postalemployeenetwork.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/postalemployeenetwork.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/postalemployeenetwork.com\/news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/postalemployeenetwork.com\/news\/wp-json\/wp\/v2\/comments?post=11381"}],"version-history":[{"count":2,"href":"https:\/\/postalemployeenetwork.com\/news\/wp-json\/wp\/v2\/posts\/11381\/revisions"}],"predecessor-version":[{"id":11384,"href":"https:\/\/postalemployeenetwork.com\/news\/wp-json\/wp\/v2\/posts\/11381\/revisions\/11384"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/postalemployeenetwork.com\/news\/wp-json\/wp\/v2\/media\/11382"}],"wp:attachment":[{"href":"https:\/\/postalemployeenetwork.com\/news\/wp-json\/wp\/v2\/media?parent=11381"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/postalemployeenetwork.com\/news\/wp-json\/wp\/v2\/categories?post=11381"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/postalemployeenetwork.com\/news\/wp-json\/wp\/v2\/tags?post=11381"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}