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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.)
Which of the following is one of the objectives of Point-of-Purchase advertising?
a. Display product features that require long-term attention in order to understand.
b. Stimulate trial use by current users of the brand.
c. Draw consumers' attention toward brands that the company used to sell.
d. Maintain purchase loyalty among brand-loyal users.
Answer
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