According to Ad Age, in-store marketing is growing in importance, and design is at the center of the battle for consumer attention.
A study last year by Nielsen Co.’s Bases unit found in-store marketing clearly beats TV as the leading medium creating awareness of new package goods in the U.S. and five other key developed markets.
The article uses P&G as case study. P&G’s Global Brand-Building Officer, Marc Pritchard, for one, believes all marketing ideas need to prove their mettle by working at the shelf. For P&G, package design is “the first moment of truth.”
Hold on a second, what’s all this common sense doing in an article about brand building?
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