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Timmy Timmy
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6 years ago
Explain how impulse purchasing is an advantage of at-retail media.
Textbook 
Canadian Advertising in Action

Canadian Advertising in Action


Edition: 11th
Author:
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1 Reply
Tuckwell, Canadian Advertising in Action, 11e

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6 years ago
In the case of frequently purchased products such as candies, snack foods, toiletries, and beverages, at-retail media advertising stimulates impulse purchasing. Furthermore, research studies indicate that more than three-quarters of all purchase decisions are made right in the store. Such unplanned behaviour creates ample opportunity for point-of-purchase advertising to influence last-minute decisions. It is often referred to as the “last chance” medium.
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