The In-Store “Audience”

Herb Sorensen

The in-store audience is only superficially similar to other audiences because the dominant purpose of this “audience” is specifically to make immediate purchases.

The In-Store “Audience”

Herb SorensenTNS Sorensen

INTRODUCTION

With shoppers spending an estimated quadrillion seconds in stores around the world each year, thinking of these exposures as a potential “audience” for advertising seems eminently reasonable. Of course, the store has long been the venue of a variety of point-of-purchase advertising, including packaging—the dominant in-store medium. In the current context, however, in-store advertising is being regarded as a mass communication media vehicle that reaches a mass audience.

This article considers ways in which in-store shoppers are unlike traditional audiences. It identifies empirical generalizations that relate to the heart of...

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