Making the most of the moment of truth

In every CPG/FMCG category, the point of purchase is the critical moment of truth when a consumer facing a shelf of competing brands makes a decision to part with hardearned money for just one of them.

Making the Most of the Moment of Truth

Nigel Hollis

The path to purchase begins when a consumer recognizes a need, and ends when a brand is selected to satisfy that need. Brand marketers work hard to ensure that their brand is one considered by consumers...

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