IN-STORE ADS BOOST BRANDS
advertisements influence more than 75% of supermarket shoppers to purchase a specific brand, according to a study by Mediaedge:cia here, part of the WPP communications services firm. More than one-third of consumers say that the ads influence them to buy a new product or try a different brand, and 44% of people are aware of most in-store ads, the study found. Placement is important: Shoppers say they notice end-display ads and store leaflets/magazines most. Least effective are shopping cart ads and in-store TV. One type of advertising does not fit all: Product demonstrations work well for shoppers aged 55 to 64; leaflets and magazines best target 45- to 54-year-olds; those aged 25 to 44 respond well to shelf signs; and product packaging, checkout counter ads and store entrance/parking lot ads are most effective among those aged 35 to 44, the study found.
SHOPRITE GOES ON DIAPER DUTY
ELIZABETH, N.J. -- As retailers continue to look for ways to cater to shoppers with children, ShopRite, part of the Wakefern Food Corp. cooperative here, is now carrying larger package sizes of diapers. Twelve new Pampers and Huggies packages, ranging from 68- to 104-count, are available. "Looking for larger pack sizes for your favorite brand of diapers? Look no more," ShopRite said in its shopper e-newsletter. Among the offerings: Huggies, Stage 3, 104-count; Huggies Supreme, Stage 5, 68-count; Pampers Big Pack, Stage 3, 104-count; and Pampers Cruisers, Stage 5, 68-count.