Marketers look for a better ads deal The Marketing Association Of Australia And New Zealand

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Marketers look for a better ads deal

A consumer spending boom in supermarket aisles is under way but advertisers are not biting.

As people bunker down for tougher times, they are loading up the supermarket trolley with more food for the home pantry. But according to new data, advertisers are not following the trend - at least in their mainstream media activity.

The evidence is stronger that corporate marketing spending is switching to in-store promotions and product demonstrations in a bid to influence shoppers just before they buy.

According to Nielsen Media Research, food advertising in main media was down 4 per cent to $71.8 million for the three months to March compared with the same period last year. Yet in supermarkets, sales for scores of product lines are rising - chilled savoury foods are up 38 per cent, for instance, tomato paste up 20 per cent and processed milk products have increased 30 per cent.

Paul McIntyre

http://business.theage.com.au/business/marketers-shop-in-store-for-a-better-ads-deal-20090513-b3b4.html

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