Annual survey of promotional practices documents industry trends.

Both direct mail and Sunday newspaper color leaflets are the overall leading sources of coupons most preferred by consumers.

Price-conscious shoppers continue to arm themselves with discounts and incentives when they venture into the marketplace, according to the 19th Annual Survey of Promotional

Among key highlights of the survey was the finding that coupons influence where shoppers go (56 percent) and which brands they choose (43 percent). Fifty-eight percent of consumers also see coupons as a way to stretch their family dollars.

The popularity of promotional marketing, coupled with more targeted and category-specific coupon efforts by packaged goods manufacturers and grocery retailers, is positively impacting coupon efficiency and effectiveness.

There is also a positive trend toward product sampling, with in-home distribution cited as the preferred source of product samples (74 percent). Both direct mail (56 percent) and Sunday newspaper color leaflets (65 percent) are the overall leading sources of coupons most preferred by consumers. More than 80 percent of retailers expect their product sampling budget allocations to increase or remain the same in 1997. Almost one-half of consumers say "they would consider switching brands if they like the sample" and 42 percent strongly agree that "they often become aware of new or improved products through samples or coupons." In addition, seven in 10 consumers ranked receiving a sample at home as important in their purchase decision. As a result, grocery retailers outlook for product sampling is very positive with 73 percent expecting their sampling budget allocations to increase in 1997.

The leading source of product information about new grocery/HBC products, product usage or recipes preferred by 61 percent of consumers is in the mail/newspapers, suggesting that consumers prefer more direct, personalized approaches to product communications.

When consumers were asked how willing they would be to take specific actions in order to receive product samples and/or coupons that are relevant to their families, about half of the consumers indicate that they are very willing to: fill in a card requesting sample (57 percent); call an 800-number (50 percent) and provide companies with information about the products their family uses (48 percent). Consumers are less willing to provide companies with information about their families (35 percent).

On-line activities identified as the most beneficial to on-line consumers include: the ability to receive local coupons/offers on line (35 percent); ability to receive grocery coupons on line (34 percent) and learning about local community events on line (32 percent).

Although electronic couponing is still in its infancy, with only one percent of consumers citing this technology as their coupon source, retailers' involvement with the Internet/World Wide Web is growing. Twenty-four percent of grocery retailers currently have Web pages, some 14 percent plan to create one in the next 12 months, and 38 percent are investigating Web page marketing options. Nearly 75 percent of manufacturers are engaged in on-line marketing. In addition, 73 percent of manufacturers on-line marketing activities are being funded primarily out of existing budgets: marketing 37 percent; media advertising 23 percent and consumer promotion 13 percent.

Although trade promotion still accounts for the largest share of the promotion pie at 47.7 percent, media advertising is gaining in importance at 27.4 percent, with consumer promotion comprising the remaining 24.9 percent.

Close to forty percent of manufacturers' media weight is designed to support consumer and/or trade promotions objectives as well as "brand equity," pointing to the importance of integrating marketing programs.

Couponing consumer direct, in support of packed goods brands, retains its position as the top ranking consumer promotion vehicle with 100 percent usage.

All grocery retailer practices surveyed are expected to increase in importance or remain the same, with the largest increases expected for consumer-oriented initiatives such as retailer frequent shopper/reward programs (+21 percentage points); targeted direct mail couponing (+8 percentage points); and electronic retail promotions (+8 percentage points).

The survey also studied other promotional tools, including, for the first time, account-specific co-marketing. This growing practice accounts for 25 percent of trade promotion dollars for those manufacturers involved.

For more information, request the 19th Annual Survey of Promotional Practices report from Cox Direct by calling (800) 213-9250.