O'Reilly logo

Shopper Marketing, 2nd Edition by Ville Maila, Markus Stahlberg

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Integrated communications planning for shopper marketing

DAVID SOMMER

David Sommer is managing partner of MEC Retail for Mediaedge:cia (MEC). MEC Retail offers a consultancy for manufacturers and retailers in using in-store communication both strategically and creatively. MEC gets consumers actively engaged with its clients’ brands, leading to positive awareness, deeper relationships and stronger sales.

The ‘target consumer’ – moving out of the cross-hairs

Advertising executives used to talk obsessively about ‘reaching’ consumers. ‘Who is our target? How do we reach them as efficiently and effectively as possible with a differentiated and relevant message about our product?’ In the old days, the simplest of business equations told the whole ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required