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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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White Paper: Shopper Back « White Paper « Industry Resources « Downloads

AttributeValue
Version2010
Date postedNovember 30, -0001
Downloaded53 times
CategoriesWhite Paper

Description

The advertising industry espouses many points of view on the best way to win shoppers and buyers.The 30-second television commercial was once considered the best avenue. More recently, employing former Procter & GambleCEO Alan G. Lafleyås “First Moment of Truthàconcept, agencies have focused on the in-store environment to heighten the appeal of products at that key moment when a consumer makes a buying decision at the shelf.Then, as the Lafley concept evolved, it generatedthe notion of store back ¥ when an idea is executed first in the retail environment before focusing on other communication touch-points. Today, we need to recognize the enormous impact of technology and how it can create many interactions between a consumer and a brand before the consumer ever sees a product on the shelf. Shoppers simply arenåt limited any longer to whatås on any retailerås shelf because now everything is available online.

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