Advertising: In-Store, In the Air, In Magazines, Online

In-Store Ads More Effective than Out-of-Store
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.


If the separation between magazines’ editorial and advertising sides was once a gulf, it is now diminished to the size of a sidewalk crack. Recent issues of Entertainment Weekly, Esquire, Time, People, ESPN the Magazine, Scholastic Parent & Child and other magazines have woven in advertisers in new ways, some going as far as putting ads on their covers.
Flogos, or flying logos, are a new form of aerial outdoor ads that consist of 2-by-3-foot artificial clouds made of a bubbly material shaped into a marketer’s logo or other brand icon. Another outdoor rival, Skytypers, deploys five airplanes to construct ads whose letters look like dotted clouds.

Online Advertising Pushes Through
As strange as it may sound, the economic downturn may speed up the transition to digital advertising for many marketers. The Internet’s share of total media ad spending is rising by at least 1 percentage point every year. Simply put: Marketers are spending more on Internet ads, while spending less on advertising in other media, such as newspapers, radio and magazines.

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