Kayla_Chp18

In-store Advertising

This chapter mentioned in-store advertising, but didn't make any definitive claims about whether or not it is effective, based on the fact that it's a relatively recent development. According to the Marshall Insights article (second link), they are effective. Brand recall among those who were viewing the ads in the store (in this case Walmart) was at 65%, while those who were basing their answers off of ads they'd viewed only at home was at 23%. Additionally, shoppers in a different study rated ads in-store as slightly more effective than ads they'd seen at home (first link).

http://www.marketingcharts.com/traditional/in-store-ads-more-effective-than-out-of-store-8623/
https://www.marshall.usc.edu/faculty/insights/2010/why-store-tv-advertising-works