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Comunicazione diretta mediante self scanner
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Beatrice Luceri 
Year:  2007 Issue: Language: Italian 
Pages:  18 Pg. 137-154 FullText PDF:  421 KB

The paper explain the causal research results carried out to check in store communication efficacy, during the shopping trip and as regards assortment. Self scanner is the communication medium employed. Cognitive aims have been achieved using the same communication plan for all the trial point of sale customers and sending the promotional message only to self scanner users while passing trough the zone where the promoted brand is exposed. Keywords: In store communication, self scanning, consumer behaviour.

Beatrice Luceri, in "MERCATI E COMPETITIVITÀ" 1/2007, pp. 137-154, DOI:

   

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