At-Retail in-store Marketing...Delivering the Message
- by Alison Embrey Medina, Managing Editor, DDI-Magazine
AUGUST 01, 2006 -- Methodology: The 2006 At-Retail Media Survey, conducted in May/June 2006, was an online survey hosted by a third-party Web site, and was delivered via e-mail to 3,545 visual merchandisers, store planners, designers and brand marketers. The response rate was 3 percent. In many cases, multiple answers were allowed for a single question, and all percentages were rounded to the nearest decimal place.
Getting your message into the hands of your customers is a key component in retail today. And while broadcast and print advertising has dominated consumer input for decades, in-store advertising is taking center stage as new technologies combine with focused brand messages to capture the captive audiences right where the magic happens—at the point of purchase.
Today's at-retail media encompasses any in-store marketing and advertising, including digital signage, traditional signage and graphics, in-store television networks and POP displays. New innovations in this category are popping up daily, and DDI wants to keep on the pulse of what is happening out in the retail arena with the results of DDI's first-ever At-Retail Media Survey. continued
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