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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: Visual Attention to In-Store Marketing The Role of Secondary Packaging in Brand Awareness « White Paper « Industry Resources « Downloads

AttributeValue
Version2013
Date postedDecember 3, 2013
Downloaded2 times
CategoriesWhite Paper, Industry Resources

Description

This white paper examines if brand awareness and purchase intent is increased if the secondary packaging displays is integrated with the in-store marketing program.

Conducted at the Clemson University CUshopTM lab, a custom shopping environment designed to test consumer behavior, 101 shoppers participated. Each shopper wore eye tracking gear and was provided a list of items to shop.

Through eye tracking analysis it was found that unique secondary packaging designed to match the in-store marketing message increased brand awareness.

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