Abstract:

One of the most challenging issues in retail marketing is knowing which media forms have been used by consumers prior to entering the retail environment. Drawing from the on-going U.S. Simultaneous Media Consumption (SIMM) studies, in this session, we will present examples of what combinations of external and internal media shoppers who plan to make purchases in a product category in the next 90 days have consumed, in what combinations and which they say influence them the most in their purchase decisions. 31 external media forms and 13 in-store activities are evaluated in several product categories including grocery, apparel, electronics, medicines and HBA.