A third seat at the table - all hail the shopper!

20 Dec 2011 AdNews

Jason Bullivant - Dynamix

If the purpose of marketing is to get people to buy stuff, why aren’t brands and agencies more focused on the point of purchase (POP)?

POP is the place where all of the combined efforts from all marketing disciplines finally hit the real measure – sales. It is the one stat that sales and marketing teams end up having to answer their boards with, and increasingly it is the place where agencies are being measured. But the vast majority of industry accolades and interest is still based around consumer awareness, not where or how people purchase.

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