Point of Purchase Point of purchase (POP) advertising refers to materials
used in the retail setting to attract shopper’s attention to ones product, convey primary product benefits, or highlight pricing information
POP is the only medium that places advertising products and a consumer together in the same place at the same time
The goal of POP is to create a short term impact on sales while preserving the long term image of the brand being developed and maintained by advertising for the brand
POP Examples Window and door signage Counter/ shelf unit Floor stand Shelf talker Mobile/ Banner Cash register Full line merchandiser End of Isle display/ Gondola Dump bin Illuminated sign Motion display Interactive unit Overhead Merchandiser Cart advertising Isle directory
Size and Cost of In Store display Advertising
In store advertising sizes can range anywhere from a half page advertisement on a shopping cart to a five foot display
The cost of in store displays varies depending on the size and item used to promote the product
Circulation ofIn Store Displays The circulation of the displays can either be short term or
long term depending on the product and the promotion
Short term promotional displays are used for six months or less and permanent long term displays are used for more than six months
Why use in store advertising?
In store advertising has increased sales of many brands and products
For Example, a joint study sponsored by K-Mart and Proctor and Gamble found that POP advertising boosted the sales of coffee, paper towels, and toothpaste by 567%, 773 % and 119% (O’Guinn, Allen, Semenik).
Example of DeadlinesDate Space Closing Materials DueJanuary 11/20/2006 11/30/2006
February 12/14/2006 01/12/2007
March 01/23/2007 01/31/2007
April 02/15/2007 02/26/2007
May 03/20/2007 03/28/2007
June 04/23/2007 05/01/2007
July 05/21/2007 05/30/2007
August 06/19/2007 06/27/2007
September 07/24/2007 08/01/2007
October 07/24/2007 08/01/2007
November 09/19/2007 09/27/2007
December 10/23/2007 10/31/2007
Cash Register Receipt Advertising
Receipt advertising is one of the most cost effective advertising solutions to increase marketing and sales goals
Receipt Media offers a unique advertising medium that can allow advertisers to reach their target audience
Receipt tape advertising provides receipt tape with valuable coupons printed on the back of grocery stores
Circulation ofCash Register Receipts
Cash register receipts are kept for up to two weeks Your coupon message is placed directly into the hands of
every grocery shopper 24 hours a day, seven days a week
The message is continuously distributed on average of 1,000 times a day from each location
Cost ofCash Register Receipts
Approximately half a cent per coupon
On average the advertisement will be given out 30-50,000 times a month and the cost will range from $153 and $237 per month