I’ve seen ads for events chalked on the paths at college campuses, and some sidewalk marking in my city, but I recently saw floor ads at the supermarket. Outside of Philadelpia the 2 foot square graphics are laid out in the aisle so that a shopper standing and facing them would see the item advertised at about eye level on the shelf. I stood in front of several and easily found the package that exactly matched the frozen lasagna and cookies. I’m sure kids would love this! Then I visited the dairy case. I could match the soy milk to its ad, but had trouble with the calcium supplement ad. It said: “Find the product in the vitamin aisle.” Clearly, the target audience is expected to be buying dairy for the rest of the family and this “location-based ad” is supposed to get them to think about themselves and take a walk to get the pills.