Shopper’s own views of in-store activities

Don Schultz and Martin Block

One of the most challenging issues in retail marketing is knowing which media forms have been used by consumers prior to entering the retail environment.

Shopper's own views of in-store activities

Don SchultzMedill School of Journalism, Northwestern University and Agora, Inc., United States

Martin BlockMedill School of Journalism, Northwestern University and Block Research, United States

BACKGROUND

In-store marketing and promotion has generated substantial interest over the years in both the academic (Schultz, 1998 Blattberg and Neslin, 1995) and professional communities Ad-Tel (Bogart, 1984) and IRI (Schultz and Barnes, 1995). As retailers have gained increasing control over the consumer purchasing decisions (Schultz, Tannenbuam and Lauterborn, 1993) and as economic slowdowns have developed globally (Bew, 2008) both brand marketers and retailers have given increased attention...

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