P&G, Wal-Mart Bail on In-Store Ad Study

The POPAI pilot study to measure in-store marketing has been derailed, at least for the time being, as Proctor & Gamble has opted out of participation despite the fact that a P&G executive sits on the study's board, AdAge reports. Wal-Mart, too, has decided not to participate. The multi-million dollar study, which was designed to bring the detailed metrics used in TV and radio to the retail-advertising space and is being created by Point-of-Purchase Advertising International and the Association of National Advertisers, has no definitive start date now that P& G has pulled out.