4. Measuring Marketing at Retail in Drug Stores


With the knowledge gained from previous studies, POPAI undertook its next major channel research, “Measuring At–Retail Advertising Effectiveness in Chain Drug Stores.” The research team expanded its focus to build the knowledge base by more intensely studying the impact of message on shopper response and exploring the potential application of radio frequency identification technology (RFID) to retail marketing campaigns. The study was completed in two phases in 2004, with the first phase focused on developing shopper insight and the second phase centered on measuring presence and sales effectiveness. In the first phase, shopper surveys were conducted; in the second, store audits were completed ...

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