In-store promotional display (p. 98)
‘We link in-store promotional displays and packaging with advertising and other media representations, and our buying choices, honed in-store, were already framed before we walked in’ (p. 98) Setup includes signage and sometimes other features such as the products themselves; these displays can be located throughout the store, with a primary purpose to encourage customers to buy a particular product An effective in-store display can increase sales via pull marketing; impulse buying potential increases due to the exposure of the brand Seasonal, temporary displays can be used for products that are not typically a specific, planned consumer purchase or for new product launches
Opinion formers (pp. 60-61)
Hackley draws on the work of Edward Bernays (1891-1995), pioneer of PR ‘Bernays understood that consumption is an emotional and symbolic experience. He exploited the authority of influential opinion-formers in his PR strategies with the aim of getting people to internalize the role of marketing and consumption as taken-for-granted reference point in their lives, and an intimate part of one’s identity’ (pp. 6o-61) Someone who has influence within a community as a source of information; s/he is trusted by relevant interest groups and has an effect on consumer behaviour
See also opinion leader and influencer
How do you influence those people who have the ability to shape the success or otherwise of your brand or marketing campaign?
