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"Google's Micro-Moment: Why It's A Game Changer For CMOs". ^ "Procter and Gamble 2006 Annual Report" (PDF).^ "Examples of the First Moment of Truth (FMOT) in Digital Signage".

^ "Marketing: The 4 Moments of Truth - Heidi Cohen".

The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation.

Relationship Marketing and Customer Relationship Management by Annekie Brink & Adele Berndt.

Actual moment of truth was identified by Amit Sharma, Founder & CEO of Narvar, to describe the new post-purchase experience gap created by the advent of online shopping, after a consumer has made a purchase but before they've received the product.

According to research conducted by Google, 88% of US customers are researching online before actually buying the product. This online decision-making moment is termed as ZMOT. The Internet has changed altogether the way consumers are interacting with brands, products or services.

Zero moment of truth (ZMOT) is a term coined by Google in 2011, it refers to the research which is conducted online about a product or service before taking any action, i.e., searching for mobile reviews before making a purchase.

Third moment of truth (TMOT): When consumers give feedback or reactions towards a brand, product or service, i.e., consumer becomes brand advocate and gives back via word of mouth or social media publishing.

There can be multiple second moments of truth for every time the product is consumed (used), providing the consumer with information for future purchases and for sharing their experience with the product/service.

Second moment of truth (SMOT): When a customer purchases a product and experiences its quality as per the promise of the brand.

Procter & Gamble describe the first moment of truth as the "moment a consumer chooses a product over the other competitors offerings". It occurs within the first 3-7 seconds of a consumer encountering the product and it is during this time that marketers have the capability of turning a browser into a buyer.

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First moment of truth (FMOT): When a customer is first confronted with the product, taking place either offline or online.

Lafley Chairman, President & CEO of Procter & Gamble coined two "Moments of Truth". Moment of truth (MOT) in marketing, is the moment when a customer/user interacts with a brand, product or service to form or change an impression about that particular brand, product or service. Please introduce links to this page from related articles try the Find link tool for suggestions.

— Anna DimondRelated:• House Has a Truly Super T.This article is an orphan, as no other articles link to it. The actual Top Model, which is a star of the network, will be back next month. It was followed by ABC's Supernanny (7.6 mil), and repeats on the other nets.• CBS took the lead at 10 pm with a CSI:NY ep that scored 10.7 mil, which outdid a Law & Order ep on NBC, as well as ABC's Cashmere Mafia.• The CW, meanwhile scored a sad 1.7 mil overall at 8 pm with the special, America's Next Top Model Exposed. • Starting at 9 pm, Fox's Moment led the pack, slipping from last week but still on top with 16.9 mil viewers. It was followed by ABC's Wife Swap, which was also up, with six mil. The roundup, with preliminary Nielsen numbers:• Idol was up week over week, with 26 million viewers for the night, beating the combined big three from 8-9 pm in adults 18-49 by 55 percent.

viewers outnumbered those on any other network, again, with American Idol and Moment of Truth leading the way. Ratings Roundup: Networks Getting Out-Foxed 23 "is a cool piece of business."• Explaining the decision to get in bed with Ozzy Osbourne and family, Reilly.

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" Reilly adds that the "prequel" movie airing Nov. "He was really wanting this next season to be great, and it was unfortunate that he got interrupted. "It was a good opportunity for Howard, who is such a perfectionist," he explains.

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This one is going to bring the goods."• Reilly reiterates that which has been said before and by others: "24 is going to come back rocking and rolling" after suffering hard from a full season's postponement.

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Abrams, and thus offered him a series "on Day 1." Pegging Fringe as "X-Files meets Indiana Jones," Reilly says, "Sometimes with these big show runners, it's all hype and no delivery. • First discussing Fringe, Reilly says that Fox was hot to work with J.J. Fox entertainment president Kevin Reilly has taken the stage to field questions. Matt and Mickey here at the TCA press tour.

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Fall TV Press Tour: 24, Fringe, Truth Talk & More