Marketing Communications

398 CHAPTER 12 BRAND ACTIVATION In Philips’ ShopLab project in Eindhoven, the Netherlands, the shop of the future is being devel ...

POINT-OF-PURCHASE COMMUNICATIONS 399 deemed very eff ective. Interestingly, according to this study, 50% of the grocery shoppers ...

400 CHAPTER 12 BRAND ACTIVATION Store atmospherics Besides the POP communications tools discussed above, store atmospherics need ...

POINT-OF-PURCHASE COMMUNICATIONS 401 Although empirical research in this fi eld has been scarce, the few studies to date seem to ...

402 CHAPTER 12 BRAND ACTIVATION advertising and increased sales still has to be proved. However, according to the experience of ...

BRAND EXPERIENCE 403 POP communications research POP communications should be pre- and post-tested. In a pre-test, the attention ...

404 CHAPTER 12 BRAND ACTIVATION feel, think, act and relate.^92 More recent research points out that the feel and relate dimensi ...

BRAND EXPERIENCE 405 marketing (meant to activate a specifi c brand instead of to make a store in general stand out or to stimul ...

406 CHAPTER 12 BRAND ACTIVATION Feel/Relate Th e power of emotions has already been described (see Chapter 3 ). Experiential mar ...

BRAND EXPERIENCE 407 dimension and customers can be engaged creatively. Lego, for example, stimulates not only kids to think cre ...

408 CHAPTER 12 BRAND ACTIVATION A special and very involving case of brand activation campaign that relies on the act dimension ...

BRAND EXPERIENCE 409 possibilities for social interaction is crucial. Research has shown that more intrinsically moti- vated con ...

410 CHAPTER 12 BRAND ACTIVATION Brand activation is most effective when the instruments used – sales promotions, point-of-purcha ...

FURTHER READING 411 such as shelf displays, fl oor graphics, trolley advertising, moving displays and interactive kiosks. Beside ...

412 CHAPTER 12 BRAND ACTIVATION Figure 12.14 Moving annual turnover for the total category CASE 12: ‘The Perfect Size’: for ever ...

CASE 12 413 Table 12.5 Consumption trend for candy bars Dec. 04 Mar. 05 Jun. 05 Sep. 05 Dec. 05 Mar. 06 Occasions per buyer 10.2 ...

414 CHAPTER 12 BRAND ACTIVATION Launch and communications support of the differentiated weight bars To launch the Perfect Size c ...

CASE 12 415 Results The integrated campaign helped to increase the sales value of Mars by 22%, of Snickers by 19% and of Twix by ...

Perfect Size also in the Netherlands Mars Netherlands was confronted with the same trends and problems as Mars Belgium. Therefor ...

QUESTIONS What are the advantages and disadvantages of the Perfect Size concept for (a) Mars Belgium and Mars Netherlands, (b) ...