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Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles. Research has not established how the physical and visual reach of endcaps-product displays strategically placed at the end of a shopping aisle-might vary across locations in a store. This study explores how foot traffic and visual reach of endcaps differ by location. The most prominent endcaps, in terms of both foot traffic and visual reach, were at the back of the store. These had 24 percent more foot traffic and 30 percent more visual reach than front endcaps. Evidence from this study will help marketers reach more shoppers in different endcap locations in the supermarket. Refereed/Peer-reviewed

For this Speaker9s Box, we9ve asked three researchers and thought leaders for their views on the need for a more standardized typology for Internet advertising: Dr. Colin Campbell is a researcher who examines consumer-generated advertising, social media, and consumer engagement. In particular, he has a research and teaching interest in how the Internet affects consumer response to online advertising. Dr. Justin Cohen9s background with the Ehrenberg-Bass Institute brings a strong industry focus. Dr. Junzhao Ma completes the trio with his experience as—and insight into—big-data marketing analysis and research. In the words that follow, Drs. Campbell, Cohen, and Ma pool their intellectual-capital resources to explain the rationale for standardizing Internet advertising terminology and provide a number of useful best-practice examples. Douglas West Professor of Marketing, King9s College London Executive Editor, Journal of Advertising Research