| There are many types of in store advertising that | | | | buy a product to blow our nose say we are going to |
| companies can utilize, such as floor decals, shelf | | | | purchase a box of Kleenex and not tissues. The |
| talkers, shelf danglers, mobiles and product displays. | | | | company that manufactures Kleenex has done such a |
| The counter mat is usually displayed at the point of | | | | good job of identifying their brand of tissues that the |
| purchase in a retail store. We have all seen the | | | | brand name has become the generic term for the |
| counter mat at the local auto parts store, or electric | | | | product. |
| supply house when we are paying for the | | | | The companies that manufacture these products have |
| merchandise we have purchased. Why do | | | | done such a suburb job of advertising their brands that |
| manufactures of products use the counter mats to | | | | each brand name has become synonymous with the |
| advertise their products at the register? | | | | product they produce. If we visit a retail store to buy |
| To most of us if we have not purchased the product | | | | ketchup we usually buy Heinz brand. The same is true |
| advertised by the counter mat it seems to the buyer | | | | if we go to the store to purchase jarred peanuts we |
| to little too late. It only seems that way. Advertising is | | | | usually leave with a jar of Planters Peanuts brand. We |
| not only asking the consumer to buy the advertised | | | | blow our noses with Kleenex not tissues. |
| product, but the intent is to build brand awareness. | | | | How was this accomplished by these companies, |
| Let us look at a possible situation. You and your family | | | | advertising, advertising, and more advertising? |
| for years have seen the Television commercial for | | | | Advertising in any and all venues, such as; TV, radio, |
| ketchup advertising a very well known brand. Even if I | | | | magazines, newspaper, banners, decals, product labels, |
| do not write the brand name and keep most of you | | | | floor decal, and shelf strips, shelf danglers, and counter |
| guessing of what brand I am eluding to. I will wager | | | | mats where possible. |
| that most of us already see the word Heinz as the | | | | So why do manufactures use counter mats at the |
| brand of ketchup, I am thinking about. | | | | point of purchase? The counter mat is just one part of |
| The company who manufactures this brand of | | | | a company's attempt to build brand awareness. Since |
| ketchup has succeeded in keeping the consumer | | | | advertising is subliminal it takes constant advertising to |
| aware of their brand of ketchup. This would hold true | | | | build the consumers awareness that a brand is |
| also with peanuts packaged in a jar. Even if I do not | | | | synonymous with a particular product or service. |
| divulge the brand name most of us have already seen | | | | Counter mats are used, in the construction trade, |
| the word Planters Peanuts as the brand I am writing | | | | electrical contractor outlets, hobby stores, lighting retail |
| about. | | | | stores, auto part outlets, and many other venues that |
| How many of us when we visit a grocery store to | | | | have a counter. |