Visual Equity: Being Front And Centre Increases Sales
One pays for prime placement of course - on the shelves of a store or online. But Chandon says his research shows it's money well spent, and suggests marketing managers re-allocate their budgets to pay more attention to point of purchase and think more about brand presence instead of just brand preference. "Spending some of ones marketing money at the point where people actually make the decision in the store will help increase ones brand awareness and visibility and perhaps even one brand image. The point of purchase is not just a distribution tool; it's a communication tool," says Chandon.