In-store advertising audience measurement principles

The objective of this paper is to describe the progress in developing an Instore Audience Delivery measure for the Point of Purchase Advertising International (POPAI).

In-Store Advertising Audience Measurement Principles

Proposed guidelines

Doug Adams Prime Consulting GroupJim Spaeth The ARF

BACKGROUND

POPAI adopted a major strategic initiative in 1998 to establish in-store advertising as a measured medium, 'on...