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Question
Scenario 15-5Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebooksized monitors as they stroll through the aisles. The devices, or 3GTV's as creator Automated Media Services calls them, will advertise products nearby ranging from macaroni noodles to peanut butter. The mini- televisions are part of a pilot program in nine of the grocer's locations in Maryland and Virginia to test the effectiveness of commercials at the Point-Of-Purchase. Advertisers who are growing increasingly frustrated by TiVo and DirectTV's fast-forwarding capabilities, will be able to pitch consumers at what Automated believes is the most crucial point in the sale process. The new technology could help grocery stores such as Bloom save money on circulars, but the transition will likely not come without conflict. Before the first 3GTV was even activated, one coalition group argued that the system would undercut parental authority by causing children to lobby for the product being advertised.
(Danielle Douglas, "Bloom to Try Out InStore TV Advertising System." Washington Post, November 1, 2010.)
ClipTrick feels it is better not to send in Point-of-Purchase displays to the retail store. Which of the following would most likely be the reason for its decision?
a. Consumers never notice displays at stores.
b. They are extremely expensive and difficult to execute.
c. It portrays the product as cheap and desperate to sell.
d. Most retailers ignore and don not use the displays they receive.
Answer
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