Share |

Association for Retail Technology Standards
National Council of Chain Restaurants
Loss Prevention (LPInformation.com)
Retail Advertising and Marketing Association
Community of Online and Multichannel Retailers
STORES Media, Knowledge Series, and more
NRF Foundation Research & Education
Forum for International Retail Association Executives

NRF Retail Reference Center Image: Text decoration - bullet

In-Store Advertising Competes for Consumer Attn

In-Store Advertising Competes for Consumer Attention

Margot Myers and Maria Szczech
Platt Retail Institute
February 2012
www.plattretailinstitute.org

Many marketers view in-store advertising as a promising means to influence consumers‘ brand decisions. The increase in in-store advertising expenditures by brands is evidence of the emerging emphasis of this medium. Retailers and marketers understand that advertising in-store, at the time many purchase decisions are made, serves as an impactful method of reaching shoppers. While there is no definite consensus among researchers regarding the percentage of purchase decisions that are made in-store, PRI has asserted that based on available research, 50-60 percent of in-store purchases are spontaneous. Even if the industry can’t agree on a percentage, there is consensus that in-store media advertising helps to trigger memory recall, effectively introduces new products, promotes sale items and educates consumers.

Accepting that in-store media advertising is advantageous for marketers and retailers, an emerging concern is the effect of in-store competitive advertising interference on consumer behavior. Consumers are exposed to an increasing amount of advertising messages – on average, 3,000 marketing messages each day. Yet it appears that marketers’ intended solution to advertising avoidance is simply increasing the number of ads. However, this results in a high degree of advertising clutter. And, as detailed in this article, excessive, uncoordinated advertising may, in fact, dilute a brand’s image.

Email to Friend | Printer Friendly

Subscribe to the NRF News Feed