Amr (penshoppe) 553n1p
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De La Salle University-Dasmarinas College of Business istration and ancy Marketing and Advertising Department A.Y 2014-2015
Influence of In-Store Media/ment To the Consumer Behaviour Of Penshoppe’s Target Market
Submitted to:
Ms. Chona Bautista
Submitted by:
Caguimbay, Mair Kathleen A. Ramos, Paula Mae R. Salazar, Clarisse Joy A. Zavalla, Robbie D.
Table of Contents
ABSTRACT--------------------------------------------------------------------------------------------
INTRODUCTION------------------------------------------------------------------------------------
I. Research Problem
A. Background of the Problem--------------------------------------------------------------
B. Statement of Research Problem---------------------------------------------------------
C. Research Objectives----------------------------------------------------------------------
II. RESEARCH FINDINGS------------------------------------------------------------------------
III. CONCLUSION-----------------------------------------------------------------------------------
IV. RECOMMENDATIONS-----------------------------------------------------------------------
V. APPENDIX-----------------------------------------------------------------------------------------
A. Research Methodology--------------------------------------------------------------------
B. Statistical Analysis-------------------------------------------------------------------------
C. Reference------------------------------------------------------------------------------------
Abstract
This paper investigates the effectiveness and efficiency of an in-store video in a Penshoppe Store here in the Philippines. Measures of former in-store media effectiveness studies are first reviewed. Then, this study replicates the research questions and study using a sample of 70 Filipino shoppers who were surveyed to obtain shopper perceptions, attitudes toward in-store video ments and the corresponding effect on purchase behavior. Implications about Penshoppe’s in-store media are described at the end of the paper.
Introduction
PENSHOPPE is the flagship brand of Golden ABC, Inc., a leading fashion house from the Philippines. The brand is known for its sophisticated take on casual wear and is the top of the mind fashion brand in the country today. Established in Cebu in 1986, the brand initially conquered the Visayas and Mindanao markets. Penshoppe then expanded to Metro Manila and the first boutique opened its doors in SM City North EDSA in 1991. Since then, Penshoppe's network of stores has grown to over 300 sites, all strategically located in the key areas where its target demographic shopped.
With its 27-year strong heritage in up-to-date, global design and style; innovative marketing and advertising campaigns and strategies; and keen business acumen, Penshoppe is poised and rearing to bring its own unique brand of casual wear to the rest of the world. Marketers view in-store advertising as a critical medium to influence consumers‘ brand decisions. Both retailers and brands understand that advertising in-store, at the time many purchase decisions are made, serves as an impactful method of reaching shoppers. While there is no definite consensus among researchers regarding the percentage of purchase decisions that are made in-store, Primary Rate Interface (PRI) has asserted that based on available research, 50-60 percent of in-store purchases are spontaneous. Even if the industry can’t agree on a percentage, there is consensus that in-store media advertising helps to trigger memory recall, effectively introduces new products, promotes sale items and educates consumers. Accepting that in-store media advertising is advantageous for marketers and retailers, an emerging concern is the effect of in-store competitive advertising interference on consumer behavior. Consumers are exposed to an increasing amount of advertising messages – on average, 3,000 marketing messages each day. Yet it appears that marketers’ intended solution to advertising avoidance is simply increasing the number of ads. However, this results in a high degree of advertising clutter. This research is conducted to know the effectiveness of the in store ment of Penshoppe. In-store ment such as In-Store Digital Screens which are TV monitors located at the checkout counter in convenience stores deliver advertising messages in a continuous, content-driven loop of custom programming providing information and entertainment.
I.
RESEARCH PROBLEM
i.
Background of the Problem
In-store media may not be attractive on Penshoppe consumer because they are more engaged in the Out of Home (OOH) Medias. The public, especially the target market of Penshoppe sees TV ads, billboards, magazines, newspapers brochures which attracts them and leads them to the awareness of the products and the brand. Usually, Filipino consumers go to the store when they are already persuaded or influenced to buy a product. Just like in some other cases, their target markets go to the store when they already decided to buy a product(s), others also visit and purchase a product without seeing an in-store ads. What they are going to do is just to choose what type or designs of the clothes or products they want. Meaning, they are not affected by the in-store media but rather they go and buy to the store because they are already affected by other media or just because of their needs. This in-store media of Penshoppe tries to affect the consumer behaviour of their target market, but how it will affect when the consumers are already affected even before they see or hear the in-store ment. Somehow it will be a source of the brand recall but not totally to the buying behaviour of the consumers.
i
ii.
Statement of the Problem
We conducted some possible problems according on how influential an in-store media or ment is to the Penshoppe’s target Market: Penshoppe’s OOH Media may be more attractive to their consumers rather than the In-store media; In-store media of Penshoppe may also not affect the consumer behaviour of their target market.
iii.
Research Objectives
1. To know how attractive the in-store ment of Penshoppe is. 2. To know the preferred advertising mediums of the target market. 3. To know if the in-store ment or media affects the buying behaviour of the consumer.
II.
RESEARCH FINDINGS
The survey conducted had a total of 70 respondents.40% of them prefer the use of Billboards as the advertising medium while 36% prefer TV for choosing the brand of clothes. The lowest preferred medium is Newspapers with only 1.5%. Ninety-four percent of the respondents have visited Penshoppe stores near them, Most of which visit the store once a month but some visiting up to 8 times a month. More than 70% say that they already have intent to purchase before even seeing the in-store ads. Eighty-five percent say that they saw the in-store video ment meaning that the in-store ment could really attract attention and has a good chance of being seen and that 43% of them recall the products displayed up to some degree. 89% say that they have already heard or seen the product displayed in the video ments beforehand. Eighty percent say that that they find the current in-store video ment/s appealing to them. However after viewing the in-store ment, 73% said that they did not purchase the products displayed in the video ment.
ii III.
CONCLUSION
Through the result of the survey we can say that the target market is aware and already familliar with the Penshoppe. We conclude that in-store ment of Penshoppe was not that effective to the buying behaviour of their target market. In-store ads only catches the attention of the target market and recall them but it never persuades or influenced them to buy the product/s. Consumers prefer Billboard Ads and TVC’s than in-store ads.
iii IV.
RECOMMENDATION
After seeing the results of the survey conducted, Penshoppe should either focus on billboard ad which is the medium most respondents prefer for branded clothes. They may also change the commercial shown in the video; make it more appealing or interesting to the target market. Penshoppe can less their cost if they were to remove their in-store video ments and rather use the funds or budget for fashion shows, special events or other advertising schemes. They may also add TV commercials to be operated or played into top 3
leading TV networks: GMA 7, ABS-CBN and TV5 since most of the target markets are teens who are more engaged into this type of medium.
iv V.
APPENDIX
i.
Research Methodology
The research type used for this topic is mostly primary research. The primary research method used is a survey since our research is based on the quality, quantity of viewers, publicity and visibility of the in-store ments. The target respondents of our survey are those aged 16 to 30, Class C minus and above and living in CALABARZON, Manila or other provinces in Luzon since those of which is the target market of Penshoppe here in Luzon, Philippines. The survey was to be conducted on the month of September 2014 up to the 1st week of October 2014 with a minimum of 50 respondents. The survey was conducted online through social media sites because teens and young adults are commonly present in these places and because they prefer answering online surveys rather than surveys conducted frontally (for privacy reasons and for easier answering).
The survey questions were based from the other research survey questionnaires (see reference) conducted with the same topic(s) related to our research. It aims to know if the respondent is a previous visitor of a Penshoppe oulet, has seen the in-store video ment and is somehow enticed to purchase the product/s displayed and/or has been given awareness of Penshoppe and its products. It also aims to know the respondent’s preferred advertising medium for branded clothes like Penshoppe and their response towards in-store ments. v
i.
Statistical Analysis
Table 1 Preferred advertising media in choosing brand of clothes Billboards Television Magazine Newspaper Radio Total:
Respondents 28 25 14 3 1 70
Percentage 40% 36% 20% 3% 1% 100%
As shown in Table 1, the most preferred advertising media in choosing the brand of clothes are billboards. This s for 40% of total 70 respondents; followed closely by the television with 36% preference; 20% for magazine, 3% for radio and newspaper with least preference of 1%.
Table 2
Have visited a Penshoppe store Yes No Total:
Respondents 66 4 70
Percentage 94% 6% 100%
As shown in Table 2, almost all of the respondents visited a Penshoppe store near them. Only four (4) of them who does not have time to visit the store.
Table 3 Number of times of going to a Penshoppe store monthly Once Twice Thrice Others Total:
Respondents 31 18 15 6 70
Percentage 44% 26% 21% 9% 100%
As shown in Table 3, most of the respondents go to a Penshoppe store once a month (44%); others, twice a month (26%), thrice a month (21%) and the rest doing it as need arise.
Table 4 Intent to purchase before viewing an in-store ment Yes No Total:
Respondents 56 14 70
Percentage 80% 20% 100%
As shown in Table 4, 80% of the respondents intended to buy or purchase the product before viewing an in-store ment. 20% viewed first the ment.
Table 5 Seen a video ment inside the Penshoppe store Yes No Total:
Respondents 60 10 70
Percentage 86% 14% 100%
As shown in Table 5, 60 out of 70 or 86% of the respondents have already seen a video ment inside the store.
Table 6 Heard/seen the products before viewing an in-store ment Yes No Total:
Respondents 62 8 70
Percentage 89% 11% 100%
As shown in Table 6, majority of the respondents or 89% have already heard/seen the product before. Those who did not for 11%
Table 7 ed the products displayed/showed in in-store ment Yes No Total:
Respondents 30 40 70
Percentage 43% 57% 100%
As shown in Table 7, as to how long the respondents could the displayed products, more than half of the respondents or 57% couldn’t easily them. Only 43% of them the products displayed.
Table 9 Video ments of Penshoppe are appealing Strongly Agree Agree Disagree Strongly Disagree Total:
Respondents 4 57 7 2 70
Percentage 6% 81% 10% 3% 100%
As shown in Table 9, the result showed that 81% of the respondents agreed that the video ment/product is appealing to them; 6% strongly agree, 10% disagree and 3% strongly disagree.
Table 10 Bought the products/items displayed after viewing the video ad Yes No Total:
Respondents 19 51 70
Percentage 27% 73% 100%
As shown in Table 10, the result showed 73% of the respondents bought the product/ item displayed even without viewing the video ment. And 27% of them purchased the products otherwise.
ii.
References http://prezi.com/evu6752_zxgb/in-store-advertising/ http://www.marketingcharts.com/traditional/in-store-ads-more-effective-than-out-ofstore-8623/ http://adage.com/article/news/store-displays-effective-price-cuts/132767/ http://www.sensorymax.com/visual/video-marketing-digital-signage.html http://www.sensorymax.com/visual/research-case-studies-visual.html http://eds.b.ebscohost.com/eds/detail/detail?sid=f6f68d82-0f0c-4e37-bdb2758a78254539%40sessionmgr198&vid=0&hid=115&bdata=JnNpdGU9ZWR zLWxpdmU%3d#db=bth&AN=79343107 http://eds.b.ebscohost.com/eds/detail/detail?sid=89fa7750-73c1-4a55-bdb9fb5d86c0976d %40sessionmgr113&vid=0&hid=115&bdata=JnNpdGU9ZWRzLWxpdmU %3d https://lup.lub.lu.se/luur/? func=File&recordOId=2172097&fileOId=2799202 Campilan.L et. al.“perception on cigarette ments and its influence on the attitude towards smoking of first year ab communication students of de la salle university dasmarinas”(october 2002)
Landicho M.,Carranza L &Condez apreferred advertising media as percieved by selected college of business istration students of de la salle universitydasmarinas”(october 2011) http://journals.upd.edu.ph/index.php/pmr/article/viewFile/1502/1457 http://prezi.com/evu6752_zxgb/in-store-advertising/ http://www.marketingcharts.com/traditional/in-store-ads-more-effective-than-out-ofstore-8623/ http://adage.com/article/news/store-displays-effective-price-cuts/132767/ http://www.sensorymax.com/visual/video-marketing-digital-signage.html http://www.sensorymax.com/visual/research-case-studies-visual.html http://eds.b.ebscohost.com/eds/detail/detail?sid=f6f68d82-0f0c-4e37-bdb2758a78254539%40sessionmgr198&vid=0&hid=115&bdata=JnNpdGU9ZWR zLWxpdmU%3d#db=bth&AN=79343107 http://eds.b.ebscohost.com/eds/detail/detail?sid=89fa7750-73c1-4a55-bdb9fb5d86c0976d %40sessionmgr113&vid=0&hid=115&bdata=JnNpdGU9ZWRzLWxpdmU %3d https://lup.lub.lu.se/luur/? func=File&recordOId=2172097&fileOId=2799202 http://en.wikipedia.org/wiki/Penshoppe http://www.digitalsignageconnection.com/store-advertising-when-does-it-clutterconsumer-experience-512 http://www.oaaa.org/outofhomeadvertising/oohmediaformats/instoreadvertising.aspx http://www.windodisplays.com/in-store-advertising/
Influence of In-Store Media/ment To the Consumer Behaviour Of Penshoppe’s Target Market
Submitted to:
Ms. Chona Bautista
Submitted by:
Caguimbay, Mair Kathleen A. Ramos, Paula Mae R. Salazar, Clarisse Joy A. Zavalla, Robbie D.
Table of Contents
ABSTRACT--------------------------------------------------------------------------------------------
INTRODUCTION------------------------------------------------------------------------------------
I. Research Problem
A. Background of the Problem--------------------------------------------------------------
B. Statement of Research Problem---------------------------------------------------------
C. Research Objectives----------------------------------------------------------------------
II. RESEARCH FINDINGS------------------------------------------------------------------------
III. CONCLUSION-----------------------------------------------------------------------------------
IV. RECOMMENDATIONS-----------------------------------------------------------------------
V. APPENDIX-----------------------------------------------------------------------------------------
A. Research Methodology--------------------------------------------------------------------
B. Statistical Analysis-------------------------------------------------------------------------
C. Reference------------------------------------------------------------------------------------
Abstract
This paper investigates the effectiveness and efficiency of an in-store video in a Penshoppe Store here in the Philippines. Measures of former in-store media effectiveness studies are first reviewed. Then, this study replicates the research questions and study using a sample of 70 Filipino shoppers who were surveyed to obtain shopper perceptions, attitudes toward in-store video ments and the corresponding effect on purchase behavior. Implications about Penshoppe’s in-store media are described at the end of the paper.
Introduction
PENSHOPPE is the flagship brand of Golden ABC, Inc., a leading fashion house from the Philippines. The brand is known for its sophisticated take on casual wear and is the top of the mind fashion brand in the country today. Established in Cebu in 1986, the brand initially conquered the Visayas and Mindanao markets. Penshoppe then expanded to Metro Manila and the first boutique opened its doors in SM City North EDSA in 1991. Since then, Penshoppe's network of stores has grown to over 300 sites, all strategically located in the key areas where its target demographic shopped.
With its 27-year strong heritage in up-to-date, global design and style; innovative marketing and advertising campaigns and strategies; and keen business acumen, Penshoppe is poised and rearing to bring its own unique brand of casual wear to the rest of the world. Marketers view in-store advertising as a critical medium to influence consumers‘ brand decisions. Both retailers and brands understand that advertising in-store, at the time many purchase decisions are made, serves as an impactful method of reaching shoppers. While there is no definite consensus among researchers regarding the percentage of purchase decisions that are made in-store, Primary Rate Interface (PRI) has asserted that based on available research, 50-60 percent of in-store purchases are spontaneous. Even if the industry can’t agree on a percentage, there is consensus that in-store media advertising helps to trigger memory recall, effectively introduces new products, promotes sale items and educates consumers. Accepting that in-store media advertising is advantageous for marketers and retailers, an emerging concern is the effect of in-store competitive advertising interference on consumer behavior. Consumers are exposed to an increasing amount of advertising messages – on average, 3,000 marketing messages each day. Yet it appears that marketers’ intended solution to advertising avoidance is simply increasing the number of ads. However, this results in a high degree of advertising clutter. This research is conducted to know the effectiveness of the in store ment of Penshoppe. In-store ment such as In-Store Digital Screens which are TV monitors located at the checkout counter in convenience stores deliver advertising messages in a continuous, content-driven loop of custom programming providing information and entertainment.
I.
RESEARCH PROBLEM
i.
Background of the Problem
In-store media may not be attractive on Penshoppe consumer because they are more engaged in the Out of Home (OOH) Medias. The public, especially the target market of Penshoppe sees TV ads, billboards, magazines, newspapers brochures which attracts them and leads them to the awareness of the products and the brand. Usually, Filipino consumers go to the store when they are already persuaded or influenced to buy a product. Just like in some other cases, their target markets go to the store when they already decided to buy a product(s), others also visit and purchase a product without seeing an in-store ads. What they are going to do is just to choose what type or designs of the clothes or products they want. Meaning, they are not affected by the in-store media but rather they go and buy to the store because they are already affected by other media or just because of their needs. This in-store media of Penshoppe tries to affect the consumer behaviour of their target market, but how it will affect when the consumers are already affected even before they see or hear the in-store ment. Somehow it will be a source of the brand recall but not totally to the buying behaviour of the consumers.
i
ii.
Statement of the Problem
We conducted some possible problems according on how influential an in-store media or ment is to the Penshoppe’s target Market: Penshoppe’s OOH Media may be more attractive to their consumers rather than the In-store media; In-store media of Penshoppe may also not affect the consumer behaviour of their target market.
iii.
Research Objectives
1. To know how attractive the in-store ment of Penshoppe is. 2. To know the preferred advertising mediums of the target market. 3. To know if the in-store ment or media affects the buying behaviour of the consumer.
II.
RESEARCH FINDINGS
The survey conducted had a total of 70 respondents.40% of them prefer the use of Billboards as the advertising medium while 36% prefer TV for choosing the brand of clothes. The lowest preferred medium is Newspapers with only 1.5%. Ninety-four percent of the respondents have visited Penshoppe stores near them, Most of which visit the store once a month but some visiting up to 8 times a month. More than 70% say that they already have intent to purchase before even seeing the in-store ads. Eighty-five percent say that they saw the in-store video ment meaning that the in-store ment could really attract attention and has a good chance of being seen and that 43% of them recall the products displayed up to some degree. 89% say that they have already heard or seen the product displayed in the video ments beforehand. Eighty percent say that that they find the current in-store video ment/s appealing to them. However after viewing the in-store ment, 73% said that they did not purchase the products displayed in the video ment.
ii III.
CONCLUSION
Through the result of the survey we can say that the target market is aware and already familliar with the Penshoppe. We conclude that in-store ment of Penshoppe was not that effective to the buying behaviour of their target market. In-store ads only catches the attention of the target market and recall them but it never persuades or influenced them to buy the product/s. Consumers prefer Billboard Ads and TVC’s than in-store ads.
iii IV.
RECOMMENDATION
After seeing the results of the survey conducted, Penshoppe should either focus on billboard ad which is the medium most respondents prefer for branded clothes. They may also change the commercial shown in the video; make it more appealing or interesting to the target market. Penshoppe can less their cost if they were to remove their in-store video ments and rather use the funds or budget for fashion shows, special events or other advertising schemes. They may also add TV commercials to be operated or played into top 3
leading TV networks: GMA 7, ABS-CBN and TV5 since most of the target markets are teens who are more engaged into this type of medium.
iv V.
APPENDIX
i.
Research Methodology
The research type used for this topic is mostly primary research. The primary research method used is a survey since our research is based on the quality, quantity of viewers, publicity and visibility of the in-store ments. The target respondents of our survey are those aged 16 to 30, Class C minus and above and living in CALABARZON, Manila or other provinces in Luzon since those of which is the target market of Penshoppe here in Luzon, Philippines. The survey was to be conducted on the month of September 2014 up to the 1st week of October 2014 with a minimum of 50 respondents. The survey was conducted online through social media sites because teens and young adults are commonly present in these places and because they prefer answering online surveys rather than surveys conducted frontally (for privacy reasons and for easier answering).
The survey questions were based from the other research survey questionnaires (see reference) conducted with the same topic(s) related to our research. It aims to know if the respondent is a previous visitor of a Penshoppe oulet, has seen the in-store video ment and is somehow enticed to purchase the product/s displayed and/or has been given awareness of Penshoppe and its products. It also aims to know the respondent’s preferred advertising medium for branded clothes like Penshoppe and their response towards in-store ments. v
i.
Statistical Analysis
Table 1 Preferred advertising media in choosing brand of clothes Billboards Television Magazine Newspaper Radio Total:
Respondents 28 25 14 3 1 70
Percentage 40% 36% 20% 3% 1% 100%
As shown in Table 1, the most preferred advertising media in choosing the brand of clothes are billboards. This s for 40% of total 70 respondents; followed closely by the television with 36% preference; 20% for magazine, 3% for radio and newspaper with least preference of 1%.
Table 2
Have visited a Penshoppe store Yes No Total:
Respondents 66 4 70
Percentage 94% 6% 100%
As shown in Table 2, almost all of the respondents visited a Penshoppe store near them. Only four (4) of them who does not have time to visit the store.
Table 3 Number of times of going to a Penshoppe store monthly Once Twice Thrice Others Total:
Respondents 31 18 15 6 70
Percentage 44% 26% 21% 9% 100%
As shown in Table 3, most of the respondents go to a Penshoppe store once a month (44%); others, twice a month (26%), thrice a month (21%) and the rest doing it as need arise.
Table 4 Intent to purchase before viewing an in-store ment Yes No Total:
Respondents 56 14 70
Percentage 80% 20% 100%
As shown in Table 4, 80% of the respondents intended to buy or purchase the product before viewing an in-store ment. 20% viewed first the ment.
Table 5 Seen a video ment inside the Penshoppe store Yes No Total:
Respondents 60 10 70
Percentage 86% 14% 100%
As shown in Table 5, 60 out of 70 or 86% of the respondents have already seen a video ment inside the store.
Table 6 Heard/seen the products before viewing an in-store ment Yes No Total:
Respondents 62 8 70
Percentage 89% 11% 100%
As shown in Table 6, majority of the respondents or 89% have already heard/seen the product before. Those who did not for 11%
Table 7 ed the products displayed/showed in in-store ment Yes No Total:
Respondents 30 40 70
Percentage 43% 57% 100%
As shown in Table 7, as to how long the respondents could the displayed products, more than half of the respondents or 57% couldn’t easily them. Only 43% of them the products displayed.
Table 9 Video ments of Penshoppe are appealing Strongly Agree Agree Disagree Strongly Disagree Total:
Respondents 4 57 7 2 70
Percentage 6% 81% 10% 3% 100%
As shown in Table 9, the result showed that 81% of the respondents agreed that the video ment/product is appealing to them; 6% strongly agree, 10% disagree and 3% strongly disagree.
Table 10 Bought the products/items displayed after viewing the video ad Yes No Total:
Respondents 19 51 70
Percentage 27% 73% 100%
As shown in Table 10, the result showed 73% of the respondents bought the product/ item displayed even without viewing the video ment. And 27% of them purchased the products otherwise.
ii.
References http://prezi.com/evu6752_zxgb/in-store-advertising/ http://www.marketingcharts.com/traditional/in-store-ads-more-effective-than-out-ofstore-8623/ http://adage.com/article/news/store-displays-effective-price-cuts/132767/ http://www.sensorymax.com/visual/video-marketing-digital-signage.html http://www.sensorymax.com/visual/research-case-studies-visual.html http://eds.b.ebscohost.com/eds/detail/detail?sid=f6f68d82-0f0c-4e37-bdb2758a78254539%40sessionmgr198&vid=0&hid=115&bdata=JnNpdGU9ZWR zLWxpdmU%3d#db=bth&AN=79343107 http://eds.b.ebscohost.com/eds/detail/detail?sid=89fa7750-73c1-4a55-bdb9fb5d86c0976d %40sessionmgr113&vid=0&hid=115&bdata=JnNpdGU9ZWRzLWxpdmU %3d https://lup.lub.lu.se/luur/? func=File&recordOId=2172097&fileOId=2799202 Campilan.L et. al.“perception on cigarette ments and its influence on the attitude towards smoking of first year ab communication students of de la salle university dasmarinas”(october 2002)
Landicho M.,Carranza L &Condez apreferred advertising media as percieved by selected college of business istration students of de la salle universitydasmarinas”(october 2011) http://journals.upd.edu.ph/index.php/pmr/article/viewFile/1502/1457 http://prezi.com/evu6752_zxgb/in-store-advertising/ http://www.marketingcharts.com/traditional/in-store-ads-more-effective-than-out-ofstore-8623/ http://adage.com/article/news/store-displays-effective-price-cuts/132767/ http://www.sensorymax.com/visual/video-marketing-digital-signage.html http://www.sensorymax.com/visual/research-case-studies-visual.html http://eds.b.ebscohost.com/eds/detail/detail?sid=f6f68d82-0f0c-4e37-bdb2758a78254539%40sessionmgr198&vid=0&hid=115&bdata=JnNpdGU9ZWR zLWxpdmU%3d#db=bth&AN=79343107 http://eds.b.ebscohost.com/eds/detail/detail?sid=89fa7750-73c1-4a55-bdb9fb5d86c0976d %40sessionmgr113&vid=0&hid=115&bdata=JnNpdGU9ZWRzLWxpdmU %3d https://lup.lub.lu.se/luur/? func=File&recordOId=2172097&fileOId=2799202 http://en.wikipedia.org/wiki/Penshoppe http://www.digitalsignageconnection.com/store-advertising-when-does-it-clutterconsumer-experience-512 http://www.oaaa.org/outofhomeadvertising/oohmediaformats/instoreadvertising.aspx http://www.windodisplays.com/in-store-advertising/
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