It is important for candidates to achieve reach and frequency with their campaign message. As such during the campaign candidates must choose the right channel to communicate policies and persuade the electorate.

Now more than ever it is of paramount importance to choose the most effective means for communicating with constituents.

Australia Post commissioned independent research in 2003 to identify how best to reach consumers in the information age, which includes specific references to political campaigning. We hope you find it useful in making your communications decisions.

To find out more, call 13 11 18.

Fig 1: Supporters’ preferred media for receiving advertising and promotional information from political parties

Source: Reaching Consumers in the Information Age.

Base: 508 respondentsNB ‘Other’ includes magazines, SMS, outdoor billboards and individuals who didn’t know their preference.

Where percentages do not total 100%, some respondents provided multiple answers.