| Abstract [eng] |
The relevance of the topic. Intense competition, globalization, new technologies, changing consumers‘ behavior, economic and political situation set new challenges for advertisers. In–Store used advertising tools remain important in influencing consumers‘ self–determination. Successful in–store used advertisement tools provides the benefit not only for the manufacturer but also for the retailer, consumer, increases the brand awareness, sales and payback. As the market conditions change more and more, it becomes important to identify how the advertising tools can increase not only the awareness but also the sales of the brand. Each stimulus is taken by the consumer through senses, interprets and evaluates it positively or negatively through the prism of individuality (Kuodelka, 1997, the citation is taken from Drexler and Součk, 2016). Various studies reveal different results related to usage of advertising tools in-store and outside the store: Inman, Winer, and Ferraro (2009) research specifies that half of the consumers‘ decisions are made at the store, another research found that 81 percent of the consumers make the shopping reviews before buying, 77 percent do not make the shopping list before going to the store, 59 percent of the decisions are made at the store (GMA, 2010). Other studies show that the decision making at the store is even higher and reaches 70 percent (Deloitte Research, 2007) or even 76 percent (POPAI, 2010, the citation is taken from Drexler and Souček, 2016). Given the increasing acceptance of the decision to buy in-store, there is a high potential for the usage of advertising tools at the point of sale (Löfgren, 2005). |
