In-Store Advertising to grow 21 percent by 2010

The other day I walked into a CVS drug store by my house and was immediately greeted by a tasteful and enticing advertisement for Ponds Institute face care products on the store’s security detectors. While I was not in the market for this type of product, it did make me think how effective this placement was in grabbing my attention, while in a position to actually purchase the product. This type of advertising is often referred to as “shopper marketing” and has proved to be an inexpensive method to directly influence customer purchasing habits.

According to an article appearing on Forbes.com, in-store advertising expenditures are poised for an annual growth of nearly 21 percent through 2010. It is easy to see why, with the variety of advertising options, including shopping cart signage, end-cap displays, video screens and floor stickers, all available at low costs and with potential for very high return on investments. In fact, one study has even indicated that up to 70 percent of brand decisions are made while in stores, making these ads that much more important in molding consumer choices. These in-store advertisements are also not just big business for manufacturers, but more so for the actual retailers who benefit from selling in demand ad space and the overall sales in their stores.

So the next time you are checking out at the grocery store and aren’t quite sure how those jumbo cheese puffs made it into your cart, take a look around because advertisers may have helped get them there.

About the Author: Eric Kardesh

As a member of Off Madison Ave's public relations team Eric provides strategic planning and tactical support to client accounts. He focuses on the creation of client tools, public relations documents and engages in actively pitching local and national media on a daily basis. In addition, Eric works closely with the agency's interactive team to implement public relations initiatives within the social media realm and assist in the execution of integrated projects. Eric graduated from Arizona State University with a bachelor's degree in human communication.

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