" … the retail store is media.  Products on the shelf virtually serve as programming content ... "      

"programming channels" and "content" (brands).  Then think about the hundreds of SKUs of programming content the shopper has to select and deselect from, skip over, and how many brands they never even take the time to "view" before they decide what they want to watch, and for a brand's purposes - buy.
      

    So yes, my fellow ad friend -       this ain't your mama's POP anymore.  Shopper Marketing is a powerful form of advertising media.  It is, indeed, where the advertising media rubber intersects and hits the shopping cart road."

S H O P P E R     M A R K E T I N G

Retail and In-store Events, Promotions, New Product Launches, Demonstrations, Point-of-Market-Entry, and Multi-Vendor Programs

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End-aisle displays are prime time special features. Products featured for In-store demonstrations are making "red carpet celebrity appearances."  Consumers of featured brands are fans (at best) , and if not "viewers" (at least). In that context, think about the retail environment and how a consumer shops and "views" all of the