P&G, Wal-Mart's exit puts in-store study on hold

06/13/2006 | Advertising Age (tiered subscription model)

The decision by Procter & Gamble, the nation's top package-goods marketer, and Wal-Mart Stores, the country's largest retailer, to drop out of a pilot study of in-store marketing has put the project on hold with no scheduled start date. The development raises questions about whether Point-of-Purchase Advertising International, which was conducting the study with the Association of National Advertisers, will be able to deliver on its plan to apply the metrics used for TV and radio to the $17 billion a year in-store ad market.

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