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The Diversification of Media Exposure and the Future of Shopper Marketing

The Diversification of Media Exposure and the Future of Shopper Marketing

On Nov 7, 2014 a seminar entitled "The Diversification of Media Exposure and the Future of Shopper Marketing" was held at the INTAGE Akihabara Bldg. in Tokyo, Japan. The popular lecture saw a full house of participants, and was well-received by everyone present.

Mr. Noriaki Ishizuka, President and Representative Director of INTAGE Inc., launched the session with some brief opening remarks. Thereafter, Prof. Inman of the University of Pittsburgh delivered a lecture about his collaborative research with Prof. Shimizu of Keio University and Associate Prof. Teramoto of Meisei University.
As part of the lecture, Prof. Inman introduced how his analysis made use of INTAGE's consumer purchase data and media exposure data covering the relation between category sales, consumer psychographics and web browsing behavior, as well as the order and timing of buying, watching TV, and web browsing for new products.


The second half of the event was a panel discussion centered around the theme of "Consumer Information-related Behavior and Its Utilization in Corporate Marketing Campaigns." The panel included multiple university professors, and was moderated by Mr. Kiyoyuki Murakami, Executive Officer of INTAGE Inc.
After the panel discussion, the Q&A session included business-related inquiries from participants, such as how marketers should look at the role of digital in the shopping process, and the relationship between communication exposure and purchase behavior, The number and quality of questions from the audience demonstrated the high interest and engagement in the topics introduced at this successful event.


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