'Furthermore, the impact of the brief reminder message most in-store media offer cannot be equated to a full selling message.' Whatever else they do, such messages can't help in building a brand for the long haul. 'Most in-store programs appear to encourage purchase but not usage over time.' The report suggests that advertisers consider the in-store media they already participate in: 'your product's packaging, displays and facings. By virtue of simply being in the store, your product can deliver or strengthen brand selling messages. . . . By working closely with the retail customer, advertisers can effect important changes without necessarily resorting to in-store media.'
Copyright Adweek L.P. (1993)