Millward Brown: Putting the Shopper Back into Marketing

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Branding company Millward Brown's article "Putting the Shopper Back into Marketing" reveals how to target shoppers, using tactis such as identifying products they may like, offering financial incentives, creating good packaging, and enticing the customer with in-store media.

Excerpt:

Budgets are flowing into shopper marketing as never before. But marketers hoping to maximize the return on their investment must address two key point-of-purchase challenges: first, its unique set of dynamics as a communication channel, and second, the fact that its full power lies in the way it works with the pre- existing associations and expectations that consumers bring to the store.

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