This deck evaluates the place Point of Purchase has in the advertising and marketing world. It explains that, at the time, Brick and Mortar stores such as Costco, Walgreens, and Safeway, have more foot traffic than traditional media such as television and radio.
A key place which can drastically impact the sales decision of your marketing funnel. Learn how you can solidify your presence at the last consumer touch point to convert sale intention to actual sales.
A key place which can drastically impact the sales decision of your marketing funnel. Learn how you can solidify your presence at the last consumer touch point to convert sale intention to actual sales.
This PPT gives basic over view on sales and advertising.This will be used as notes for U.G & P.G arts and management students.
Advertising-Functions-Types-Advertising & Marketing mix-AIDA Model- Lavidge strainer model-Challenges, opportunities & Ethics in Advertising
Advertising Agency-Role and Functions-Type of Advertising agency-Agency Compensation-Client-Agency relationship
Creativity & Advertising-Appeals in advertising-Components of print ad-Layout stages-Layout types
Advertising Media planning—Media objectives-Media strategies-Media decision-TV-Radio-Web Advertising-Advertisement Regulation
Sales promotion-Features-Importance-Types-Tools & Techniques of promotion-Organising & Evaluation of sales promotion
Creativity is not a talent. It's a way of operating.Discover how to get creative and brainstorm with creative ideas crucial for advertising. Also discover how a powerful Source defines your brand power.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand positioning
Faculty Name: Vishal Desai
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
The consumer decision journey. McKinsey. Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
This PPT gives basic over view on sales and advertising.This will be used as notes for U.G & P.G arts and management students.
Advertising-Functions-Types-Advertising & Marketing mix-AIDA Model- Lavidge strainer model-Challenges, opportunities & Ethics in Advertising
Advertising Agency-Role and Functions-Type of Advertising agency-Agency Compensation-Client-Agency relationship
Creativity & Advertising-Appeals in advertising-Components of print ad-Layout stages-Layout types
Advertising Media planning—Media objectives-Media strategies-Media decision-TV-Radio-Web Advertising-Advertisement Regulation
Sales promotion-Features-Importance-Types-Tools & Techniques of promotion-Organising & Evaluation of sales promotion
Creativity is not a talent. It's a way of operating.Discover how to get creative and brainstorm with creative ideas crucial for advertising. Also discover how a powerful Source defines your brand power.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand positioning
Faculty Name: Vishal Desai
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
The consumer decision journey. McKinsey. Consumers are moving outside the purchasing funnel, changing the way they research and buy your products. If your marketing hasn’t changed in response, it should. https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373
Consumers are moving outside the purchasing funnel - changing the way they research anb buy products. If your marketing hasn't changed in response, it should. - McKinsey, June 2009
51 Types of Marketing Strategies in Use TodayPeter vinosh
An organization's strategy combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the product mix in order to achieve the maximum profit and sustain the business. The marketing strategy is the foundation of a marketing plan.
If marketing has one goal, it’s to reach consumers at the moments
that most influence their decisions. That’s why consumer electronics
companies make sure not only that customers see their televisions in
stores but also that those televisions display vivid high-definition
pictures. It’s why Amazon.com, a decade ago, began offering targeted
product recommendations to consumers already logged in and ready
to buy. And it explains P&G’s decision, long ago, to produce radio and
then TV programs to reach the audiences most likely to buy its
products—hence, the term “soap opera.
In this ebook, Copernicus’ Peter Krieg and Jeff Maloy take direct aim at the points in the shopper research process that frequently hold back the profitability and ultimate performance of shopper marketing programs.
They offer the current lay of the land in shopper insights, explaining problem areas in the research process and offering specific fixes to improve the actionability and relevance of results.
“Shopper Marketing” has become jargon: everyone talks about it, but no one can quite agree what it means. Instead of worrying about definitions, our newest white paper shifts the conversation to the broader context: designing better shopper experiences.
Simple? Yes, but with endless adaptive possibilities and implications, we think this take on shopper marketing has got a shelf-life to last.
Chapter17In This Chapter, We Will Address the Fo.docxmccormicknadine86
Ch
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ter
17
In This Chapter, We Will Address
the Following Questions
1. What is the role of marketing communications?
2. How do marketing communications work?
3. What are the major steps in developing effective communications?
4. What is the communications mix, and how should it be set?
5. What is an integrated marketing communications program?
Ocean Spray has revitalized its brand
through extensive new product develop-
ment and a thoroughly integrated modern
marketing communications program.
PART 7 Communicating Value
Chapter 17 | Designing and Managing Integrated Marketing Communications
Chapter 18 | Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
Chapter 19 | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
Modern marketing calls for more than developing a good product, pricing it
attractively, and making it accessible. Companies must also communicate with their present and
potential stakeholders and the general public. For most marketers, therefore, the question is not
whether to communicate but rather what to say, how and when to say it, to whom, and how often.
Consumers can turn to hundreds of cable and satellite TV channels, thousands of magazines and
newspapers, and millions of Internet pages. They are taking a more active role in deciding what
communications they want to receive as well as how they want to communicate to others about
the products and services they use. To effectively reach and influence target markets, holistic
marketers are creatively employing multiple forms of communications. Ocean Spray—an agricultural
cooperative of cranberry growers—has used a variety of communication vehicles to turn its sales
fortunes around.
Facing stiff competition, a number of adverse consumer trends, and nearly a decade of
declining sales, Ocean Spray COO Ken Romanzi and Arnold Worldwide decided to
“reintroduce the cranberry to America” as the “surprisingly versatile little fruit that
supplies modern-day benefits,” through a true 360-degree campaign that used all
facets of marketing communications to reach consumers in a variety of settings. The
intent was to support the full range of products—cranberry sauce, fruit juices, and dried cranberries
in different forms—and leverage the fact that the brand was born in the cranberry bogs and
remained there still. The agency decided to tell an authentic, honest, and perhaps surprising story
dubbed “Straight from the Bog.” The campaign was designed to also reinforce two key brand bene-
fits—that Ocean Spray products tasted good and were good for you. PR played a crucial role.
Miniature bogs were brought to Manhattan and featured on an NBC Today morning segment.
A “Bogs across America Tour” brought the experience to Los Angeles,
Chicago, and even London. Television and print advertising featured
two growers (depicted by actors) standing waist-deep in a bog and
talking ...
Referral Marketing: How To Influence Social Buying BehaviourSociable Labs
Internet retailers are shifting gears to determine the formula for success in an increasingly busy social space.
The fine folks at Edelman recently released an inside look at Digital in 2016, emerging five main trends to keep an eye out for as your marketing team embarks to crush its customer acquisition goals.
Similar to Point of Purchase Advertising Deck (20)
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
[Note: This is a partial preview. To download this presentation, visit:
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
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3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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2. Customer Service
We Provide Objectives
Define POP and the options
Investigate POP strategies
Explore the qualities of POP
Identify current trends
Consider integration of POP into a media plan
Look out for our red-light specials!
2
3. Brandhood
New
Wink Product
Hoodwink, a body care line, has introduced a new deodorant. Utilizing
different advertising media, such as television and magazines, Hoodwink’s
goal has been to gain a maximum number of general impressions, in hopes
of converting impressions to sales. But the sales for the new deodorant still
―stink.‖ Hoodwink is looking to revise their media plan, and is considering
using point of purchase.
Should Hoodwink use POP to reach their target and improve sales?
“If you choose to ignore the retail environment where the brand and the
potential purchaser come together, you're going to get into real trouble real
quickly. The potential purchaser will buy an alternative product so you've lost
twice and you didn't get the sale.”
– Tom Harris, CEO, Point of Purchase Advertising International
Source: NZ Marketing Magazine 3
4. Shopping Starts
What should Hoodwink consider before
choosing POP?
Here
Time to shop...
4
5. What is POP?
All POP contain three essential elements
1. An insight that illuminates how consumer behavior can be
influenced
2. Involves reaching and connecting with consumers when
they're in the shopping mindset, whether within or outside of
the retail environment itself
3. Is a joint effort between manufacturers and retailers
Source: NZ Marketing Magazine
Aisle One 5
6. What is POP?
Point-Of-Purchase
Look, Touch, Buy
Promotional materials
placed at the contact
sales point to attract
user interest or call
attention to a special
offer.
Source: Marketing News
Aisle One
6
7. What is POP?
In-Store Media
All About the customer experience
Anything in the retail
environment that
communicates to a shopper
with the intent to result in a
purchase.
Source: Journal of Advertising Research
Aisle One
7
8. What is POP?
On-Store Media
Capturing the consumer’s attention
A type of advertising that reaches the
customer while they are directly outside
the store, to entice them to enter.
On-store media is advertising displayed on
the exterior of the store, such as window
displays or outside fixtures.
Aisle One
8
9. What is POP?
Point-of-Purchase, In-Store Media, & On-Store Media
Collectively referred to as POP
“POP advertising creates an impression just as an ad or TV
spot does; but its primary goal is to create immediate action
– to make the consumer act impulsively.”
– Chase Rogers
Reaching the consumer while they are
in a ―shopping‖ state of mind.
Source: Marketing News
Aisle One 9
11. What are options?
the
POP can take the form of cardboard displays, coupons,
printed ads, video screens, and any number of other
creative innovations that persuade a consumer to buy a
product while they are near the point of purchase.
Aisle Two
11
12. What are options?
the
Microsoft’s Mediacart Emergence in Supermarkets
Microsoft has transformed grocery shopping to suit the busy, tech-savvy
consumer. Customers who are enrolled within a store’s loyalty card program
will have a greater advantage over non-loyal consumers. The Mediacart is
currently undergoing pilot studies within specific areas of the U.S.
Benefits
Facilitates communication
Time Saving
Store map and GPS with radio-frequency identification
Source: Digital Signage Today, Fox News, Mediacart.com
Aisle Two 12
13. What are options?
the
Microsoft’s Mediacart Emergence in Supermarkets
Facilitates communication
Customer can check prices on items.
Consumer can request immediate further information provided by the
manufacturer.
Video advertisements are delivered based on cart location, demographic of the
consumer, and/or prior shopping history
Advertisers can measure the effectiveness of their ad by immediate ROI
Time Saving
Grocery List can be uploaded to the loyalty card website.
The cart checks off items that are scanned into the cart.
Allows customers to scan and pay for their items without waiting
in the checkout line
Source: Digital Signage Today, Fox News, Mediacart.com
Aisle Two 13
14. What are options?
the
Microsoft’s Mediacart Emergence in
Supermarkets
Store map and GPS with radio-frequency
identification
Helps shoppers find specific products in the
store
Reminds consumer if they have forgotten an
item on their shopping list
Records data to help the continual investigation
of consumer behavior and purchase patterns
Delivers an ad to encourage brand switching or
brand/product awareness
Source: Digital Signage Today, Fox News, Mediacart.com
Aisle Two
14
15. What are options?
the
Wal-Mart TV Network
Fifth largest television network in the U.S., with an estimated 130
million viewers every four weeks.
In-store video network that is ―shopper intelligent.‖
Uses precise targeting through customization and displays
advertisements from Wal-Mart’s suppliers, customized to store
departments, aisles, day, and time of day.
Helpful product information, not repurposed ads from TV, with optimal
placement in store.
Planning to employ response measurement, learning, and message to
increase effectiveness and ROI, so data will be analyzed on an on-going
basis.
Source: www.mediaweek.com, walmartstores.com
Aisle Two 15
16. What are options?
the
Wal-Mart TV Network
How effective is it?
Shoppers watch Wal-Mart TV for an average of seven minutes per store visit.
66.4% unaided brand recall for five test ads on Wal-Mart TV; 24% is the industry
average for in-home TV ads. (AC Nielsen)
Costs of a basic advertising package (Advertising Age)
Three 30 second spots every two hours, five 10 minute spots every two hours
Costs $274,000 for a 4 week flight; based on 129 million impressions and CPM
cost of $2.28
Source: www.mediaweek.com, walmartstores.com
Aisle Two 16
17. What are options?
the
Wal-Mart TV Network
This means...
Customized messages targeted to consumers at the point of decision.
“Improving the shopping experience for
our customers and driving results for our
supplier partners.”
– Stephen Quinn, chief marketing officer
of Wal-Mart Stores, US
Source: www.mediaweek.com, walmartstores.com
Aisle Two
17
18. What are options?
the
Dynamic Digital Signage
Dynamic digital signage is a rapidly expanding medium that can now be
applied to full-sized windows with an array of multiple projectors
achieving crisp image resolution. This digital medium offers easy
installation, continual status monitoring, and quick content updates.
Source: WindowGain.com
Aisle Two 18
19. What are options?
the
Dynamic Digital Signage
Benefits
Content is networked for immediate content updates, scheduling
messages into dayparts, and monitoring status
Offers a variety of content formats including HD video, flash animations,
high-resolution still photos, live news feeds, or sports tickers, etc.
Unlike LED displays, image quality is maintained even when viewed up
close
The image to appears as part of the building architecture
materials are mobile and allow for installation and removal within days
Source: WindowGain.com
Aisle Two 19
20. What are options?
the
Online POP
Refers customers to other products, or suggests complementary items to
shoppers.
Recommendations made by a website, based on the consumer’s shopping click
trail, past purchases, and popular items.
Websites such as Amazon, E-bay, Nordstrom, and many others offer the consumer
suggestions about which other items to purchase, in the hopes that they will reach
the customer at a relevant time with the correct message, and make the extra
sale.
Source: ae.com, amazon.com
Aisle Two 20
21. What are options?
the
Ads projected onto shop windows in the Netherlands
Brands T-mobile, Intersport
How Video Projector
Purpose Pilot study of a new on-store window display strategy
24, 000 Shopper observations & 1,562 Interviews Later...
85% believed the content enhanced the store’s image
64% recalled at least one message
57% felt they had learned something from the displays
33% entered the store because of the window messages.
Source: AudioVisual (AV) Magazine, Research by 3M and The Point of Purchase Advertising Institute (POPAI)
Aisle Two
21
22. What are options?
the
Interactive Video Display in London
Brand Estee Lauder Skin Care for Men
How Radio Frequency Identification (RFID) and software
measures and tracks consumer interactions
Purpose
Videos appear on the display screens as customers pick
up certain products
Distributes specific targeted messages
Captures attention: has achieved 800 customer
interactions in the first two days of trading
Software records which products are of most interest to
consumers
Source: Digital Signage Today
Aisle Two
22
23. What are options?
the
Lifesize Holographic Virtual Assistant in Australia
Brand Audi Dealership
How 3M’s Vikiti 10mm rear projection
film and a video projector
Purpose
Facilitates communication,
entertainment, and enriched customer
experience
Promotes client as a progressive and
innovative brand
Source: Digital Signage Today
Aisle Two 23
24. What are options?
the
Electronic Paper (e-paper) in Singapore
Benefits
Thin, light and flexible like paper
Low power consumption, can be run from batteries
Flicker-free image maintains visibility when bent or touched
Crisp graphics compete with LCD and OLED displays
Purpose
Will be applied to POP displays in the near future
Can record and playback media content
Connectivity to store network enables stores edit the
message easily for promotions
Source: The Business Times
Aisle Two
24
25. What are options?
the
Apple emergence in International Mass Supermarket
Chains in Brazil
Apple products are highly desirable to Brazil consumers. Currently, the brand
does not operate an official Apple store in Brazil. Pao de Acucar and Extra
stores, two mass supermarket chains in Brazil, have special Apple kiosks
where consumers can purchase, finance, and engage in Apple seminars to
learn how to utilize Apple products.
Supermarkets and In-store Media in India
The retail atmosphere of supermarkets is a relatively new concept for India as a country.
These retail stores are integrating their own high-tech audio and video equipment to deliver
advertisements to their captive audiences while they are at the point of purchase. Advertisers
will still be able to target their consumer depending on where they are in the store. Each
department will carry their own content under the store network. One of the most important
goals is to differentiate your brand and not create general noise that could confuse or annoy
the consumer.
Source: Visual—media.com, Marketing News
Aisle Two 25
28. How does POP
work?
POP is based on shopper behavior
Shopping While in a store, a consumer becomes a declared shopper.
Relevant Buying messages in a store become relevant to a shopper.
Decisions 70% of purchase decisions are made in-store.
Messages 68% of shoppers said in-store messages would sway their
product purchasing decisions.
Information Knowledge-seeking consumers have increased capability to
access information.
Customized POP tailors to shoppers searching for information.
Buying behavior is influenced by messages in stores.
Source: engageinstore.com, Adweek.com, signindustry.com
Aisle Three
28
30. When does POP
Seasons
work?
Seasonal changes Changing POP to match with seasons and supply.
Attention Increased attention on displayed items increases sales.
Case Study The University Co-Op displays featured items on a ―wall‖
located at the entrance of the store, which gains the customer’s focus
upon entering the store, and helps to increase sales on the displayed
merchandise. The ―wall‖ items are changed frequently, depending on
holidays, sports, and seasons. The ―wall‖ can also be used to showcase
sale items or special offerings.
Calling attention to seasonal items helps improve sales.
Source: Interview, George Mitchell; thelast4feet.com, NZ Marketing Magazine
Aisle Four
30
31. When does POP
Impulse Buying
work?
Depends on the item POP works well with impulse items, such as drinks
and candy. Stores place magazines and small impulse buys by the cash
registers, knowing that customers will make a last minute decision to
purchase an item. The results can be measured with sales.
Purchase Decisions 75% of purchasing decisions are made within the last
4 feet. 46% of shoppers change their choice of purchase within the last four
feet.
Open to Suggestion Only 17% of shoppers use a shopping list, meaning
they are entering stores ready to make quick decisions.
POP entices shoppers to make impulse decisions.
Source: Interview, George Mitchell; thelast4feet.com, NZ Marketing Magazine
Aisle Four
31
32. Clearance
Quick Facts About the POP Industry...
History Stores emerged as a mass commercial medium in the 19th
century, since newspapers and magazines were only read by the
literate minority. With in-store media, stores could easily
communicate with immigrants and the illiterate. It developed into a
competitive tool, with different stores showcasing their goods
through windows, displays, and other methods.
Success Using the store itself as a communications medium was
powerful. It was engaging and it was ultimately more successful than
any other communications medium deployed by retailers before or
since.
Source: In-Store Digital Media: How to reestablish Retail’s Role as a Mass Consumer Medium 32
33. Clearance
Quick Facts About the POP Industry...
Spending $17.6 billion was spent on POP in 2005, a 5.8%
increase over 2004.
Allocation Only 16% of an average marketing budget is
allocated to point of purchase.
Sales for Stores Studies have found that in-store
advertising leads to sales increases of 2% to 15% in
supermarkets and 5% to 13% in convenience stores.
Source: Delloitte/GMA Draft Study, finda.co.nz, 2006 Entertainment, Media & Advertising Market Research Handbook 33
35. What are POP’s
strengths?
Messages in Context
Placement that Influences Placing merchandise in close proximity of
the POP allows shoppers to make the connection and can better
influence the purchase decision.
Relevant Gives shoppers a relevant ad message in the right place at
the right time.
Connections Helps brands connect with consumers close to the sale.
Enhance Enhances shopping experience, consumers are getting a
message they want to see.
Aisle
Source: retailcustomerexperience.com, Brandweek.com, Adweek.com, 2006 Entertainment, Media & Advertising Research Handbook
Five
35
36. What are POP’s
strengths?
Consumer Behavior
Target the Market Technology gives the
ability to tailor POP to exact shopping
behaviors and needs:
• Align length of media spots to
complement shopping traffic
• Target customers of specific
merchandise
• Can be customized to specific day-
parts, store situations, seasonal needs, or
other demands
Aisle
Source: retailcustomerexperience.com, Brandweek.com, Adweek.com, 2006 Entertainment, Media & Advertising Research Handbook
Five
36
37. What are POP’s
strengths?
Price Tags
Low Cost Floor ads in stores
can reach 40% of the US
population in two days, at a cost
of $.54 per thousand,
compared to $17.74 CPM for TV,
and $2.05 CPM for outdoor. The
floor ads also have been shown
to increase purchases or
purchase intent by just over
20%.
Aisle
Source: retailcustomerexperience.com, Brandweek.com, Adweek.com, 2006 Entertainment, Media & Advertising Research Handbook
Five
37
38. What are POP’s
strengths?
Return on Investment
Success measured in sales
45.3% of manufacturers find
the ROI of POP 50%-74%
better than traditional
marketing.
POP reaches shoppers
with the right message
in the right context for
low cost, increasing
probability of purchase.
Source: Reveries.com
Aisle Five
38
40. What are POP’s
weaknesses?
The Flip Side
Marketing Mix One small part of the promotion area of marketing mix.
Uses of POP Basically only good for impulse purchases, information, and brand
awareness, while commercial media is a high-quality platform for branding and long-
range buying.
Integration Needs to become better integrated with brand’s existing personality.
“...while its TV ads may successfully convey the [brand] concept to consumers,
they are subsequently swayed at the point of purchase to opt for retailers
offering cheaper brands...”
– Alex Brownsell, Marketing Magazine, February 2009
Brands cannot be built or rely on POP alone.
Source: retailcustomerexperience.com, 2006 Marketing, Media & Advertising Research Handbook, sciencedaily.com
Aisle Six
40
41. Price Check on
AisleSix
Measurability , a Weakness Examined
Currently hard to exactly measure the audience for each POP.
Example – RFID (Radio Frequency Identification)
Goliath Solutions is a marketing intelligence company developing a way to
track consumer response to in-store promotional displays, signs, and
merchandising fixtures.
How does it work? Uses RFID Technology to track displays within a retail
store and combines the information with store sales data.
“Store-level information about what is up and where it is in the store
allows unprecedented accountability for achieving program potential.
Over the past year, our in-store execution has grown to nearly double the
industry average.”
– David Van Howe, Vice President of Purchasing for Walgreens
Source: earthtimes.com 41
43. What are POP’s
opportunities?
Positive Direction
Growth POP is growing faster than internet advertising—doubling since 2004 and on
pace for an annual growth rate of 21% through 2010.
Partnerships Opportunity for partnerships with TV networks with celebrity
endorsements.
Technology Advancements in technology can target consumers more than ever
before.
Higher Recall Human memory is far more likely to recall an item upon seeing it again
in the store.
More revenue Chance for stores to generate revenue from ad space in store.
Example: The Co-Op is allowing new dorms to have ad space on their televisions.
Trends With the continued trend of media fragmentation and growth of DVRs, ad
dollars that have historically gone to TV buys will end up in the in-store media space.
There is room for exploration in POP.
Aisle
Source: Adage.com, Adweek.com, Forbes.com, 2006 Marketing, Media & Advertising Research Handbook, allbusiness.com
Seven
43
45. What are POP’s
threats?
Clutter in stores
Clutter As the retail environment becomes barraged with visual displays
and the like, consumers will resent or become desensitized to
marketing efforts.
Not in sync Ads and displays shown need to be in sync with the store
options and environment.
“The more consumers become exposed to everyday technology,
the more conditioned they become. If we are not careful, digital
media will become the new cardboard.”
– Simon Smith, creative director at 141 red.
POP exists in a cluttered ad environment.
Source: Journal of Advertising Research, Marketing Week
Aisle Eight 45
47. Why choose POP?
Current Trends in Traditional Media
Consumer in charge New technology has put the consumer in control of
when, where, and how they receive commercial messaging.
Lost ads DVR use has grown 35.7% in one year. 50% of ad content is lost when
DVR playback is within three days.
Fragmentation Audiences have become fragmented by the addition of
hundreds of new media options.
No ―mass‖ media No single TV show, newspaper, magazine, or website offers
such widespread access to consumers today.
More targeting Shift to more focus on online ads reflects marketers’ desire for
greater targeting and interaction with customers.
Too many traditional media options make it harder to reach consumers.
Source: Nielsen.com, Brandweek.com, retailcustomerexperience.com
Aisle Nine 47
48. Why choose POP?
What POP can offer
―Mass‖ media Retail environments are the one medium that can still aggregate a
mass audience. Weekly Impressions of TV Shows and Retail Stores
50,000,000
45,000,000
Weekly Audience
40,000,000
35,000,000
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
0
Source: Marketing News
Aisle Nine 48
49. Why choose POP?
What POP can offer...
Uses Insights Aligns media with consumers’ habits.
Shopping Aid Shoppers find POP helpful in the buying
process.
Connects Appropriate and consumer-oriented advertising
connects with consumer at the point of purchase.
Improves Sales Encourage an average of 6.5% brand
sales lift.
POP reaches consumers more effectively.
Source: Brandweek, retailcustomerexperience.com, Marketing News
Aisle Nine
49
50. Chat at the Register
Cashier: George Mitchell, President & CEO of the
University Co-Op
The University Co-Op uses a variety of POP materials in the store, including
displays and televisions.
POP is a very important part of the Co-Op and increases sales, but very
little money is actually spent on it, making it extremely cost effective.
The success of a POP display depends on the product it is selling.
Sales are the primary method for measuring effectiveness of POP.
Manufacturers are cutting back on free POP displays because of the
economy, but the idea of POP is not going away.
A new insight is viewing the brand itself as a POP, as people like to buy
specifically from the Co-Op and will travel miles to shop at the original store.
50
51. ReviewCart SMIT Advertising can
have a variety of
effects, only with POP
do you know that effect
is purchase.
Reaching the consumer while they are in a "shopping" state of mind.
Options are numerous.
Buying behavior is influenced by messages in stores.
Calling attention to seasonal items helps improve sales.
POP entices shoppers to make impulse decisions.
POP reaches shoppers with the right message in the right context for low cost,
increasing probability of purchase.
Brands cannot be built or rely on POP alone.
There is room for exploration in POP.
POP exists in a cluttered ad environment.
Too many traditional media options make it harder to reach consumers.
POP reaches consumers more effectively.
Source: Simon Young, ―Point of Purchase/In-Store Media‖ NZ Marketing Magazine 51
52. Checkout hood
Wink
What is Hoodwink’s Choice?
In the competitive marketplace, Hoodwink has been having
trouble connecting with consumers. With the number of
messages the average person receives during the day,
Hoodwink needs to put their message in the right place at the
right time.
With a well-planned strategy, including commercial media to
build brand personality and loyalty, getting a message to the
buyer at the point of purchase will give Hoodwink an advantage
in the buying process.
Source: thoughtequity.com 52
54. NewComing Soon
Items
As technology advances, POP is becoming more
and more digital and targeted.
Store is used as a new media channel.
Source: Interview, George Mitchell; 2006 Entertainment, Media & Advertising Market Research Handbook 54
55. THANK Y O U
Come back soon!
Brought to you by Team Hungry Hippos
56. POINT O F
PURCHASE
Advertising
Capturing a shopper’s mind, heart, and wallet.
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