Product Interest Determines Product Visibility
Product Interest Level determines the percentage of total consumers in each distribution channel who
will consider purchasing your product. The game designates a predetermined mix of consumers who
shop in each distribution channel. Your promotions campaign builds awareness and interest among
consumers over time.
Early on in the game, when you are doing virtually no promotion and your only distribution channel is
direct selling (in your own store and online), your pool of potential consumers is quite small and your
product is largely invisible. An integrated communications campaign will raise the visibility of your
product in each distribution channel, increasing the number of consumers with the potential to
purchase your product.