In-Store Ads Effective

WASHINGTON -- 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 (POPAI). The data, derived from more than 1,200 consumer interviews outside a national sample of U.S. convenience stores, illustrates just one of the ways in which in-store advertising displays, signage and kiosks stimulate impulse purchases and build brands.

The interviews were conducted by ACNielsen Market Decisions, a sister company of Convenience Store News. 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.

Anheuser-Busch, Frito-Lay, Pepsi, Pfizer- Adams and Quaker are sponsoring the study. Participating convenience store chains are Nice N Easy Grocery Shoppes, Auto-Stop SSG, ChevronTexaco Inc., Sheetz Inc and Shell Oil Products U.S.