In-Store Radio

The Sales Implications of Reach and Frequency

Craig Gugel
Worldwide Analytics & Strategy at Interactive Market Systems, Inc., United States

Rob Wolf
Marketing & Research, In-Store Broadcasting Network, United States

“Salesmanship consists of transferring a conviction by a seller to a buyer.”

Paul G. Hoffman

The opportunity has never been greater for professionals in the retail grocery industry to begin the process of tying supermarket product sales to targeted commercial audience measures, more specifically, demographic estimates of those who are likely to be reached by in-store advertising. Traditionally, the bricks and mortar of American supermarkets have been classified by agency media planners as point-of-purchase ad locations rather than media environments where branded advertising thrives and brand equity is built.