A study made last year by Nielsen Co.'s Bases unit found out that in-store marketing clearly beats TV as the leading medium creating awareness of new package goods in the U.S. and five other key developed markets. About half of consumers in Bases' survey cited in-store as their source of awareness of new products, vs. only a third citing TV. It turns out of that half of consumers who became aware of products for the first time in store, 71% became aware simply by seeing them on the shelf. And what drives that shelf awareness is the package.  regarding the imprtance of in-store activities "We now are brand-building from the eyes of the consumer toward us," P&G Global Design Officer Phil Duncan said in an interview at the company's Cincinnati offices. Read more about this research and Mr. Duncan's views in this AdAge article.