1. On- and Off-Premise Signage and Point-of-Purchase Communications
Chapter Eight
On- and Off-Premise Signage and Point-of-Purchase Communications
 2007 Thomson South-Western

2. Chapter Eight Objectives
Appreciate the role and importance of out-of-home or off-premise advertising.
Understand billboard advertising’s strengths and limitations.
Appreciate the role and importance of on-premise business signage.
Review the various forms and functions of on-premise signage.
Appreciate the role and importance of point of purchase advertising.

3. Chapter Eight Objectives
Examine the tasks that P-O-P advertising accomplishes.
Review evidence of P-O-P’s role in influencing consumers’ in-store decision making.
Examine empirical evidence revealing the effectiveness of P-O-P displays.
Appreciate the importance of measuring audience size and demographic characteristics for out-of-home as well as in-store advertising messages.

4. Out-of-Home (Outdoor) Advertising
Greater than $5 billion annually
Regarded as supplementary
e.g., billboard(major), bus shelters, giant inflatables, shopping-mall displays, etc.
Americans report traveling an average of slightly over 300 miles in a vehicle in a typical week with an average round-trip commute totaling about 55 minutes.

5. Billboard Advertising
400,000 billboards in the US
Designed with name recognition as the primary objective
Two major forms:
(1) Poster Panels and
(2) Painted Bulletins

6. Billboard Advertising
Poster Panels
Painted Bulletins
Alongside highway and heavily traveled locale
Silk-screened or lithographed
Sold on a monthly basis
Hand painted directly on the billboard
Purchased for 1-3 year period
To achieve a consistent and relatively permanent presence

7. Outdoor Advertising’s
Board reach and high frequency
Geographic flexibility
Low cost per thousand
Prominent brand identification
Opportune purchase reminder
Nonselectivity
Short exposure time
Difficult to measure audience size and characteristics
Environmental concerns

8. Measuring OOH Audience Size and Characteristics
The size of the audience to be reached when using these media.
The demographic characteristics of audiences reached by media vehicles such as individual magazines or television programs.
Nielsen Media Research is making great strides toward developing ways to determine the characteristics of outdoor audiences.

9. ABC’s of On-Premise Signs
ttract New Customers
rand the retail site in consumers’ minds
reate impulse purchases B C
Conspicuity: the ability of a sign to capture attention.

10. 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

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

12. 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

13. 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

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

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

16. The Brand Lift Index
Indicates how P-O-P materials affect the likelihood that customers will buy a product they had not specifically planned to buy.

17. 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.

18. 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