Catalina Marketing Targeted Advertising drives awareness and impacts consumer behavior

ST. PETERSBURG, Fla., (October 11, 2007) – Catalina Marketing Corporation, the global leader in behavior-based marketing solutions, today announced the results of a recent study that showed the impact of Catalina checkout communications as an advertising tool on brand awareness, recall and volume.

The research was conducted by comScore, an internet market research firm, and found that Catalina's new Targeted Advertising product positively impacted a brand's advertising awareness. The communications were strictly advertising messages, a departure from Catalina's successful coupons and shopper rewards. Utilizing test versus control groups, the total awareness of the tested brand's advertising increased 16 percentage points on average. The study also showed strong consumer recall of the brand messages, increasing more than 24 percentage points on average. Preliminary results indicated that Catalina Targeted Advertising also drove solid brand sales gains in five of six pilot studies conducted.

“These results show what a powerful medium Catalina Targeted Advertising is, and how brands can effectively use it to put their advertising message directly in front of the right consumers,” said Brett Featherston, Vice President at Catalina Marketing. “This also demonstrates that large volume gains are possible, and that targeted advertising – if done correctly – really works.”

Conducted over a three month period, the research studied six major consumer product brands, ranging from personal hygiene to paper products. Both test and control groups shared similar historical consumer patterns relative to the brand's loyalty and total category consumption. Messages were delivered weekly or biweekly via Catalina Marketing's point-of-sale color printers and were followed by a comScore online survey for both the test and control groups.