Moments of truth

This article claims that most consumers make their brand purchasing decisions instore, and then very quickly.

Moments of truth

Mike Staines

Who can remember those iconic cinema adverts for Gordon's Gin 25 years ago – a lizard scurrying across the desert, the gin of choice being poured seductively over ice, and so on? Gordon's was not only a gin, it was the gin brand du jour, and advertising was the critical marketing tool used to propel it to its goal. However, with government dictates curtailing much alcohol advertising, the fragmentation and proliferation of the media and an ever-increasing cornucopia of beverage alternatives, advertising is not having the impact it once did for alcohol and...

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