|
|
In-Store Supermarket Advertising Works, Finds Mediaedge:cia's Sensor? Study
|
NEW YORK -- In-store advertising in grocery stores can be an effective complement
to other forms of advertising, according to a Sensor(TM) Study released by Mediaedge:cia,
a leading media communications specialist company and part of WPP's media investment
management company GroupM. The research was conducted by BMRB International in November
2004 amongst a nationally representative telephone sample of U.S. consumers.
|
|
|
|
Highlights of the study include: |
|
|
|
--51% of shoppers still move through all the aisles in the grocery store, making
them a perfect target for exposure to in-store
media. But many younger shoppers
(aged 18-24) do not follow any
specific patterns, making it a greater challenge
to reach them. |
|
|
|
--64% of 18-44 year-old grocery store shoppers claim their children influence their
brand decision. |
|
|
|
--More than a third of grocery store shoppers say that in-store ads influence them
to purchase a new product or to try a different brand than they usually use. |
|
|
|
44% of grocery store shoppers notice the average in-store ad. The most noticed are
end-aisle displays and store leaflets/magazines; the least-noticed are shopping
cart ads and in-store TV. Furthermore, more then 3/4 of those who notice the in-store
ads are likely to purchase the advertised brand. |
|
|
|
--Different age groups respond to different types of in-store media: |
|
|
|
--Product demonstrations are more effective amongst older shoppers (55-64) |
|
|
|
--Store leaflets and magazines get best response from shoppers aged 45-54 |
|
|
|
--Shelf signs are more effective amongst 25-44 year-olds |
|
|
|
--Product packaging, check-out counter ads, and ads around store entrances and parking
lots get better results with 35-44 year-olds. |
|
|
|
"In-store advertising is expanding and serves as an effective complement to other
communication efforts in the era of channel neutral planning, wrote Ayala Cohen,
Mediaedge:cia Supervisor, and Fran Kennish, Senior Partner, in a summary of the
study's findings. |
|
|
|
"MEC recognizes the need to continually expand our understanding of the role
and value of new communication channels as well as quantifying the impact of these contacts
in the context of traditional media options," Kennish said. "To this end, MEC has
made a commitment to capture the impact of new communication forms on a global basis,
through a structured on-going research framework measuring consumers' acceptance
of contacts and their ability to close the deal. Our investment in this type of
research serves to underscore our desire to bring the assessment of communication
contacts to a higher ground, making channel neutral planning a reality
at MEC." |
