Wide Format: Much More Than Just Print

Wide Format: Much More Than Just Print
By Steve Bennett, Vice President, US Central Region Sales, Esko (www.Signindustry.com, USA)
Typically, signs, direct mail and printed collateral contribute to exposure, motivation and recognition of needs toward a product. These lower-value tools contribute to 30 percent of the buying decision. But research has demonstrated that 70 percent of purchasing decisions are made at the point of purchase.

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