Impulse buys are difficult to track. Media buying agency Mediaedge:cia is opening MEC Retail to track the effectiveness of in-store marketing. MEC Retail will determine what stores are best for
promotions and compile demographic data on consumers. According to Point of Purchase Advertising International, advertisers are poised to spend $19 billion on in-store media, point of purchase
advertising and digital signage. Now advertisers can determine which ad dollars were the best spent.
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