Point-of-Purchase Advertising Point-of-purchase;store environment A final opportunity to affect consumer behavior Many product-and-brand choice decisions are made at this time It is the time and place at which all elements of the sale (consumer, money and product) come together

The Spectrum of P-O-P Materials displays intended for six months or more Permanent displays Temporary and Semipermanent displays In-Store Media

Point-of-Purchase Materials displays intended for six months or more Permanent P-O-P displays intended for fewer than six months Temporary and Semipermanent P-O-P In-Store Media

Point-of-Purchase Materials displays intended for six months or more Permanent P-O-P displays intended for fewer than six months Temporary and Semipermanent P-O-P executed by a third party (P-O-P radio, shopping cart ads, shelf talkers, coupon dispensers, etc..) In-Store Media

What Does P-O-P Accomplish? Accomplishments for Manufacturers Service to Retailers Value to Consumers

P-O-P’s Influence on Consumer Behavior Informing Reminding Encouraging

Reasons Why P-O-P Materials Go Unused There is no incentive for the retailer because the materials are poorly designed and don’t meet their needs. Some displays take up too much space for the amount of sales generated. Some materials are too unwieldy, difficult to set up, or flimsy. They lack eye appeal. Sales may transfer from one brand to another but not increase retailers’ overall sales and profits.

Persuading Retailers to Use P-O-P Materials P-O-P must satisfy the retailer’s need and the needs of the consumer Right size and format Fit the store décor User friendly Sent to stores when they are needed Properly coordinated with other marketing communications program Attractive, convenient, and useful for consumers