Near-purchase media: ambient and retail

Karen Olsen

Persuading people to make a purchase is a risky business. They may decide on Monday and forget on Tuesday. So clearly the nearer they are to the point of purchase, the less time they have to change their minds.

PROFILING AND TARGETING

Advertisements in print media are rarely physically next to the point of sale. This means that the message in print media is not so immediate, unless it is a call for action such as, 'last day of sale'. People do make purchases based on what they have seen, heard or read, but on-the-spot reminders are vital.

The rapid growth of media and the wider choice of advertising makes targeting more difficult. The old-fashioned scatter-gun approach reaches a high number of people but not always the target market.