Study: More emphasis put on shopper marketing

10/17/2007 | MediaPost Communications

Marketers predict an increase of 21% in shopper marketing plans through 2010, while retailers expect a 26% increase in the same time frame, a new study from an industry group reveals. "The way you capture the consumer's share of mind in the decision process is so fragmented today," Stephen Sibert, SVP of industry affairs for the GMA/FPA, said. "That brand impression and equity may happen electronically or in print, but it's stabilized, reinforced and executed at the store. There's just a tremendous blending of the way marketers are getting their message through."

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