________ involves using in-store promotions and advertising to extend brand equity to "the last mile" and encourage favorable point-of-purchase decisions.
A) Differentiation
B) Shopper marketing
C) Social media marketing
D) Retailer marketing
E) Segmentation

Question

Quizplus · Accepted Answer

Shopper marketing involves using various tactics such as in-store promotions, advertising, and product displays to influence purchase decisions at the point of purchase. This is particularly useful to extend brand equity to the "last mile" where customers make their final purchasing decision.

________ Involves Using In-Store Promotions and Advertising to Extend Brand