MKTG 313 Lecture Notes - Lecture 2: Aisle, Infant Mortality, Bbdo
Support Media - Lecture #2
In-Store Media
Advertisers use in-store media such as in-store ads, aisle displays, store leaflets,
shopping cart signage, and in-store TV to reach shoppers at the place where they buy.
• A study by MEC Sensor and BMRB International revealed that one- third of
shoppers say in-store ads influence them to make a purchase decision, 44
percent say they notice such ads, and 75 percent of those who noticed the ads
said they are likely to purchase the advertised brand.4
• Much of the attraction of point-of-purchase media is based on figures from the
Point of Purchase Advertising International (POPAI) that states that
approximately two-thirds of consumers’ purchase decisions are made in the
store; some impulse categories demonstrate an 82 percent rate.5
• Many advertisers are spending more of their dollars where decisions are made
now that they can reach consumers at the point of purchase, providing additional
product information while reducing their overall marketing efforts.
Transit Advertising
Another form of OOH advertising is transit advertising.
• Transit is targeted at the millions of people who are exposed to commercial
transportation facilities, including buses, taxis, commuter trains, trolleys,
airplanes, and subways.
• Transit advertising has been around for a long time, but recent years have seen
a renewed interest in this medium.
• Due in part to the increased number of women in the work force (they can be
reached on their way to work more easily than at home), audience segmentation,
and the fact that many people spend more time outside of the home than inside,
transit continues to be a popular medium. McDonald’s, Sprint, Frito-Lay, the
United Way, numerous state lotteries, and others like transit’s lower costs,
frequency of exposures, flexibility, and point-of-sale presence.
• Kellogg’s has found transit to be an effective medium for marketing Nutri-Grain,
while the California Beef Council found that 42 percent of rail com- muters in
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Document Summary
Northern california saw its beef ads inside terminals in just one month and as a result developed more positive attitudes toward beef. There are actually three forms of transit advertising: (1) inside cards (2) outside posters, and (3) station, platform or terminal posters. The ads appear in color in a format similar to banner ads, at 10 times the brightness of a tv screen. Advantages and disadvantages of ooh advertising ooh advertising offers a number of advantages: wide coverage of local markets. With proper placement, a broad base of exposure is possible in local markets, with both day and night presence. Think about the millions of people exposed to billboards in times square: frequency. Because purchase cycles are typically for 30-day periods, consumers are usually exposed a number of times, resulting in high levels of frequency. Ooh can be placed along highways, near stores, or on. Because of its impact (and the need for a simple.
