In-store advertising

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最近、店頭周りの効果検証が流行っていますが、Mediaedge:cia の調査によると、棚での広告は25~44歳に効果があるそうです。

In-store advertising in grocery stores can be an effective complement to other forms of advertising, according to a Sensor 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 most 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."
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