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 par with print and broadcasting.' POPAI and POP producers are to be applauded for their willingness to be measured. No doubt measurement will provide new insights, both positive and challenging as to the placement and value of in-store advertising....