Long Tail Media in the Store
Herb SorensenTNS Sorensen
Walk in to a supermarket and you are confronted with a sensory overload of stimuli. The supermarket is a 360-degree sensory environment with enticing smells, samples to taste, auditory announcements, and most importantly a barrage of visual media from signage, packaging, and display advertisements. This information is non-directed; that is, it is an assault from all sides and, because of the quantity of information to absorb, consumers employ more filtering in the retail environment than for any other media. TNS Magasin data have shown that in a typical 20-minute...