Ad Recall Rate Hits 40% For In-Store Ads.

Consumers recall the presence of in-store advertising at the rate of 40 percent, according to new data issued by Point-Of-Purchase Advertising International (or POPAI). The data, derived from more than 1,200 consumer interviews outside a national sample of U.S. convenience stores (or c-stores), illustrates just one of the ways in which in-store advertising displays, signage and kiosks stimulate impulse purchases and builds brands. The interviews were conducted by ACNielsen Market Decisions. Other findings include:

* Consumers recalled in-store advertising for an average of 29 percent of all products purchased, with carbonated beverages, cigarettes and coffee enjoying the highest rates

* Seventy-nine percent of respondents said that in-store ads provide ‘helpful’ information; 59 percent indicated that they appreciate the degree to which in-store ads educate about product benefits

* Seventy-nine percent believe their store has the right amount of in-store advertising; an additional 10 percent say they want more in-store advertising

* Sixty-nine percent indicated that window ads caught their attention

* Forty-three percent of ads were found either at the aisle or cooler; 38 percent were seen outside, usually in the window, or on the gas pump

Being conducted in 120 c-store outlets across the United States, the research will, later this Spring, also capture additional data through store audits to obtain credible measurements on the respective levels of in-store advertising’s proof of placement and sales effectiveness. Product categories being tested include: beer, soft drinks, candy, cigarettes, coffee, food service, and snacks.

Participating retailers are: Nice N Easy Grocery Shoppes, Auto-Stop SSG, Chevron, Sheetz, Shell, and Texaco. The study is undertaken in conjunction with the National Association of Convenience Stores (NACS); project management is provided by Prime Consulting, Inc.

For additional information at http://www.popai.com