Jones blair
Four facts have led us to a preference for in-store promotion. First, the audience reached by expensive television campaigns is made up essentially of people who don't by paint. More precisely, 75% of the viewing audience falls into this category. Secondly, the majority of consumers decide which brand they will buy before entering the store. Thirdly, the majority of advertising is based on price competition. Lastly, other forms of publicity, such as mailers and newspaper ads, are often overlooked or find their way directly to the trash.
In order to counteract these advertising inconveniences, we feel that in-store promotion should be tested and further developed if resultants are positive. In-store promotion is more economical than an expensive television campaign. And most importantly, it counteracts the brand decision that many customers have supposedly already made before entering the store. Also, in-store advertising can be more easily based on quality and service. Maintain prices. See