Point of Purchase and Display Advertising by Sign a Rama Davie, Florida

1. How effective are Point of Purchase and Display Advertising? What are Point of Purchase (POP) Displays –  They are specialized form of sales promotion placed in a store near, on, or next to a checkout counter. POP displays are intended to attract customers to the products. They can be used to promote a new product, a special offer or a special   event such as holiday sale. POP Display Effectiveness: Key Statistics –  Almost 66% of all purchase decisions are made while people are in the store shopping.  70% of these buying decisions are classified as impulse buying.  Nature of Decisions made at the retail site – Specifically Planned 33.9 % Unplanned Purchase 52.6 % Generally Planned 10.6 % In-Store Influenced 66.1 % Substituted In Store 3.9 %  POP delivers between 2.6 to 45.5% sales lift.  40% of customers recalled seeing In-Store Advertising.  In-Store Advertising was present for 37.8% of products purchased.  Of those purchased products with In-Store Advertising, 28.8% were recalled.  Carbonated beverage, cigarette, and coffee advertising were recalled most often by customers. POS displays can include:

2. Shelf Edging Display Packs Posters Dummy Packs Display Stands Banners Advantages of POP Display Advertising –  Placement: They can be placed almost everywhere - next to merchandise, on shopping bags, or at the checkout counter.  Low Cost: POP displays offer the cost per thousand impressions of just 3 cents to 37 cents for a store merchandiser.  Precise Target Marketing: POP programs can be easily tailored and used as per the requirements of local markets.  Effective: POP display advertisements directly affect incremental sales, brand switching and multi-unit sales.  Influential: POP display advertisements allow retailers an opportunity to influence customers in a competitive environment. Sources: http://www.sparinc.com/blog/pop-displays-what-are-they-and-how-can-they- affect-your-retail-store/ http://www.hrsbdc.org/growing-a-business/guide-to-competitive-media/point- of-purchase/ https://www.boundless.com/marketing/textbooks/boundless-marketing- textbook/personal-selling-and-sales-promotion-14/promotion-methods-in- consumer-sales-96/point-of-purchase-promotions-476-7609/ http://www.gspretail.com/downloads/infographic/GSPInfographic.pdf https://hbr.org/1983/11/better-marketing-at-the-point-of-purchase This infographic is presented by Sign a Rama Davie, Florida