The Power of in-Store Digital Advertising in India
The power of “in-store” digital advertising in India
G.M.Jayaseelan*
* The author is an assistant professor of marketing and strategic management with Sprott School of Business, Carleton University, which he joined in 2005 teaching at the offcampus programme in India. He has served as Head of Department of Marketing (20052007) at Kohinoor Business School and Centre for Management Research, and is Chair of the Kohinoor Brand Committee (2007 onwards). He had worked with Dr.Nicolas Papadopoulos in the area of consumer behaviour and advertising. His research and professional interests focus on marketing and business strategy, buyer behaviour, and especially international marketing and business – with emphasis on advertising and sales promotions, with publications in Spectrum. Prof.G.M.Jayaseelan worked with Eenadu (Business Analyst and Marketing Consultant), Philips (Marketing Executive, Lighting Division), and Bayer (Sales Management) before beginning his academic career, and has kept close ties with the practice of marketing and business since.
According to a draft study by Deloitte from the Grocery Manufacturers Association, the investment in in-store advertising has doubled since 2004 and is on pace for compound annual growth of 21% through 2010. The other findings of this conclusive research were that more than 70% of purchase decisions are made in-store but in-store advertising represents only 6% of the marketing budget. Traditional Marketers blame this inconsistency on the lack of analytical data proving the effectiveness of advertising at point-of-purchase. There is much attitudinal data, but no solid evidence linking attitudes to behavior which lacks evidence to prove that and traditional TV/radio/print still commands 35% of marketing budgets. The current advertising pros have coined a new concept “shopper marketing” and it is sensitive that a message delivered at point-ofpurchase has the best chance to influence the desire of Consumer to take the
G.M.Jayaseelan*
* The author is an assistant professor of marketing and strategic management with Sprott School of Business, Carleton University, which he joined in 2005 teaching at the offcampus programme in India. He has served as Head of Department of Marketing (20052007) at Kohinoor Business School and Centre for Management Research, and is Chair of the Kohinoor Brand Committee (2007 onwards). He had worked with Dr.Nicolas Papadopoulos in the area of consumer behaviour and advertising. His research and professional interests focus on marketing and business strategy, buyer behaviour, and especially international marketing and business – with emphasis on advertising and sales promotions, with publications in Spectrum. Prof.G.M.Jayaseelan worked with Eenadu (Business Analyst and Marketing Consultant), Philips (Marketing Executive, Lighting Division), and Bayer (Sales Management) before beginning his academic career, and has kept close ties with the practice of marketing and business since.
According to a draft study by Deloitte from the Grocery Manufacturers Association, the investment in in-store advertising has doubled since 2004 and is on pace for compound annual growth of 21% through 2010. The other findings of this conclusive research were that more than 70% of purchase decisions are made in-store but in-store advertising represents only 6% of the marketing budget. Traditional Marketers blame this inconsistency on the lack of analytical data proving the effectiveness of advertising at point-of-purchase. There is much attitudinal data, but no solid evidence linking attitudes to behavior which lacks evidence to prove that and traditional TV/radio/print still commands 35% of marketing budgets. The current advertising pros have coined a new concept “shopper marketing” and it is sensitive that a message delivered at point-ofpurchase has the best chance to influence the desire of Consumer to take the
References: Max Chafkin, Feb 2006, Forbes, Transforming In-Store Advertising: Using existing technology in a new way, companies can better test store displays Kalyan Raman and Prasad A. Naik Loughborough University, Leicestershire, UK University of California Davis, Davis, USA Integrated Marketing Communications in Retailing, Springerlink Raymond R. Burke Kelley School of Business, Indiana University, Bloomington, USA, The Third Wave of Marketing Intelligence, Springerlink Kirthi Kalyanam, Rajiv Lal, and Gerd Wolfram Santa Clara University, Santa Clara, USA Harvard University, Boston, USA, MGI METRO Group Information Technology GmbH, Duesseldorf, Germany, Future Store Technologies and Their Impact on Grocery Retailing, Springerlink http://www.oohindia.com http://www.thehindubusinessline.com http://www.indiantelevision.co.in http://www.forbes.com http://books.google.co.in http://www.inc.com http://www.wirespring.com http://www.financialexpress.com http://www.freepatentsonline.com http://www.brandcurve.com http://www.rediff.com http://www.springerlink.com