BOGOF deals rival TV ads for driving product trial

Buy one, get one free (BOGOF) promotions have drawn level with TV advertising as the most effective way to get consumers to try a product.

Research among a representative sample of the UK shopping population by IGD found that one in four respondents said they had tried a product on the basis of BOGOF activity. Three years ago the figure was less than a fifth, and TV advertising was cited as the factor most likely to influence purchase of a new product.

IGD senior consumer analyst Michael Freedman partly attributed the trend to consumers becoming more comfortable with bargain-hunting via price-comparison and auction sites.

The research also found that in the grocery environment, 53% of shoppers were influenced to try a product by below-the-line marketing, while just 31% credited broadcast, print or internet advertising as a factor.

Attitudes to BOGOFs varied by category, with non-perishable products such as toiletries, soft drinks and cooking sauces the most popular. 'We are promiscuous in our brand choices, but much more faithful to BOGOFs and other forms of in-store promotions,' said Freedman.

- Leader, page 23.

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