Can brand equity be nurtured and developed in-store? Advocates of in-store advertising say it can. They point toward a host of messaging systems available in retail stores, ranging from static signs posted on floors, walls or hung overhead to satellite-delivered in-store video or audio messages. For many brand marketers, putting the ad message as close as possible to the point of decision -- that is, in the store -- is a regular part of their integrated marketing communications strategies. ...
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