SMU Associate Professor of Marketing (Education) Seshan Ramaswami stated that physical flyers are most effective for locally relevant services like tutoring or car washes. While acknowledging the significant waste due to low interest rates of recipients, he noted that low production and distribution costs can still make them worthwhile due to potential high profits from small conversion rates. Despite digital marketing's prevalence and advertising fatigue, Assoc Prof Ramaswami pointed out that digital ads best target those already looking to buy or sell. However, flyers with specific messages can create a consideration in uninterested individuals, a less likely outcome with digital ads. To reduce waste, he suggested targeted placement of print ads on notice boards or paid outdoor spaces.
