What type of advertisement will attract the customer?

The client of the research was the Czech Marketing Company (ČMS), in cooperation with the POPAI CE association and the Czech Brand Association (ČSZV). The research was carried out by the research agency PPM Factum Reserch on a representative sample of 1,000 representatives of the Czech population. This year, the research was done using the CAWI omnibus method, so the so-called online population. ATL advertising was also included in the research – advertising on the Internet, social networks, leaflets, product placement and outdoor advertising.

The curve of oversaturation of advertising on the Internet has an upward trend compared to last year. It can be compared to advertising on private television stations. This is probably due to the fact that advertisements affect people at a time when they are engaged in other activities and do not want to be disturbed. When watching a favorite show, searching for information on the Internet, or listening to music on a music server.

Advertising at the point of sale does not bother customers. Many times, the customer does not even perceive it as a promotion of the given product, rather it becomes for him a welcome assistant in purchasing decisions, an inspiration and a guide for the right orientation. A point-of-sale offer may suggest to the customer the need to have the product, even if it does not actually represent an item on their shopping list. It could be called a kind of subliminal perception, when he walks past the displayed goods and realizes that he is running out of a particular product at home and could replenish it or try a new one.

Proof of the positive perception of in-store advertising is primarily the tastings, which become very welcome, often even the most popular. Half of the respondents are satisfied with its intensity. A third of the population would even welcome more frequent tastings at stores. It is an immediate form of communication between the customer and the seller. They can try or taste the product and, if they are satisfied, buy it immediately. For inspiration, we offer original in-store presentation products manufactured by Ross:

In the category of in-store advertising, digital screens took the first place in the ranking of advertising saturation. Up to 34% of respondents expressed a low tolerance for this type of advertising. This finding shows that in-store screens are still seen as a point-of-sale advertising tool, but customers do not see them as a means to help them make a purchase.

In general, advertising that provides true information in an understandable and original form is preferred. Other characteristics that the consumer attaches great importance to are: politeness, non-intrusiveness and non-use of violence.

At Ross, we are constantly learning about new trends, and such research also moves us forward in order to understand customer expectations as accurately as possible and create effective, tailored advertising for you. Do not hesitate to contact us: ross@ross.sk