What draws you towards a particular make of footwear displayed on a store wall? What will be the sales impact of a new shelf display? Where in a shelf should you put your brand and how many facings should it have? To understand consumer decisions at the point of purchase or to measure the performance of POP marketing, Professor Pierre Chandon shows that the often-used memory measures are not very informative. He takes a close look at eye-tracking as a valuable way to measure POP marketing effectiveness.
Content: Article
Author: Pierre Chandon
Source: “INSEAD Knowledge”
Subjects: Advertising, Marketing / Sales
Author: Pierre Chandon
Source: “INSEAD Knowledge”
Subjects: Advertising, Marketing / Sales
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old Title: Do We Know What We Look At? An Eye-Tracking Study of Visual Attention and Memory for Brands at the Point of Purchase