P&G joined to P.R.I.S.M.

Research shows that 70% of final purchase decisions are made at the shelves.

 In 2006 Nielsen Company made a
substantial progress in formulating a new in-store media metric.

PRISM (Pioneering Research for an
In-Store Metric) project was first unveiled with a list of major
supporters, including A&P, Clorox, Coca-Cola, ConAgra Foods,
General Mills, Group M, Hewlett-Packard, Kraft, Kroger, Mars, Mattel,
Miller Brewing, Nintendo, OMD, Procter & Gamble, Pathmark, Price
Chopper, Rite Aid, Safeway, Sears/Kmart, Starcom MediaVest, Stop &
Shop, Target, Unilever, Walgreens, Wal-Mart and Winn-Dixie. Now P&G
joined too.

According to Nielsen figures, the
number of marketing messages shoppers could potentially be exposed to
is enormous: 3,500 during a visit to the grocery store, 5,000 in a
mass merchandiser and 2,300 in a drugstore.