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

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Maximizing ROI of package promotions

VILLE MAILA

Ville Maila is the planning director for Phenomena Group and is in charge of planning shopper promotions and development of new promotion mechanisms. Phenomena Group is an international shopper promotions agency operating in over 20 countries around the world and working with clients such as Unilever, Nestlé, Anheuser-Busch InBev and Pepsico.

Is the packaging of daily consumer goods a mass medium?

‘In communication, media (singular medium) are the storage and transmission tools used to store and deliver information or. It is often referred to as synonymous with mass media’ (http://en.wikipedia.org/wiki/Media_(communication)).

‘Mass media is a term used to denote a section of the media specifically ...

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