CHAPTER 3The New Path to Purchase
WHAT IS THE PATH TO PURCHASE?
A few decades ago, consumer packaged goods (CPG) companies thought about their product introductions in these terms: awareness, trial, repeat (ATR). Consumers would become aware of a product, would be induced to try it, and (hopefully) would repeat their purchase, becoming a regular consumer of the item.
This thinking worked well in a predigital world. Awareness would come through several traditional media sources—television, print, radio, and outdoor. Ad agencies honed their craft, developing sophisticated methods for embedding brands in consumers’ minds and memories. Here is a great proof point: Ronald McDonald is second only to Santa in terms of recognition. More than 96 percent ...
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