Will Scully-Power


In-Store Ads More Effective than Out-of-Store
April 12, 2009, 1:42 am
Filed under: Research

miller-zell-shopper-survey-gone-23-seconds-hot-spots-attention-store-march-2009

Despite the recession, more than 90% of shoppers make unplanned purchases, and 51% of those decisions take place in the shopping aisles, according to a new study from Miller Zell, writes MediaBuyerPlanner.

The Miller Zell study, “Gone in 2.3 Seconds: Capturing Shoppers with Effective In-Store Triggers,” (pdf), tracked the buying triggers of nearly 1,000 US shoppers to identify which in-store and out-of-store marketing communications get their attention and influence their purchase decisions.

It found that across all age, income, gender and channels, evaluated, in-store advertising was considered more effective than out-of-store advertising in raising product awareness and communicating product benefits.

Key findings from the survey: http://www.marketingcharts.com/print/in-store-ads-more-effective-than-out-of-store-8623/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink

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