The document discusses Point of Purchase (POP) material, also known as Point of Sale (POS) material. POP material is used to promote products and services at the point of sale through displays, signs, and other materials. The objectives of POP material are to highlight product locations, emphasize exhibitions, draw attention, keep spaces attractive, inform customers of promotions and new products, differentiate brands from competition, and report product features and benefits among other goals. POP material has advantages over other forms of advertising like mass media in that it can motivate impulse purchases and provides additional information to customers more cheaply. Effective POP material should contain a simple, clear, concise message and be legible, visible, and highlight prices prominently.

1. MERCHANDISING
MATERIAL POP
(POINT OF PURCHASE)
MM. Verónica Bolaños López

2. POP (Point of Purchase) material is also known as POS
(Ponit of Sale) material

3. The POP material is a silent seller, as it motivates the
purchase without the participation of a seller.
It creates the need to inform the
customers.

4. The POP material is used to
promote products and/or
services at the point of sale
(displays, borders, posters,
flags, prices); and is the
complement of an exhibition
in the sales room of any
commercial establishment.

5. Objetivos del material POP:
ü Highlight the location of the product

6. Objetivos del material POP:
ü Highlight the location of the product
ü Emphasize the exhibition in the most
appropriate place possible

7. Objetivos del material POP:
ü Highlight the location of the product
ü Emphasize the exhibition in the most
appropriate place possible
ü Draw attention when it’s a not-so-good
location

8. Objetivos del material POP:
ü Highlight the location of the product
ü Emphasize the exhibition in the most
appropriate place possible
ü Draw attention when it’s a not-so-good
location
ü Keep the space attractive

9. Objetivos del material POP:
ü Highlight the location of the product
ü Emphasize the exhibition in the most
appropriate place possible
ü Draw attention when it’s a not-so-good
location
ü Keep the space attractive
ü Inform about promotions and/or new
products

10. Objetivos del material POP:
ü Highlight the location of the product
ü Emphasize the exhibition in the most
appropriate place possible
ü Draw attention when it’s a not-so-good
location
ü Keep the space attractive
ü Inform about promotions and/or new
products
ü Differentiate from the competition

11. Objetivos del material POP:
ü Highlight the location of the product
ü Emphasize the exhibition in the most
appropriate place possible
ü Draw attention when it’s a not-so-good
location
ü Keep the space attractive
ü Inform about promotions and/or new
products
ü Differentiate from the competition
ü Report features, benefits and benefits

12. Objetivos del material POP:
ü Highlight the location of the product
ü Emphasize the exhibition in the most
appropriate place possible
ü Draw attention when it’s a not-so-good
location
ü Keep the space attractive
ü Inform about promotions and/or new
products
ü Differentiate from the competition
ü Report features, benefits and benefits
ü Complement mass media campaigns

13. Objetivos del material POP:
ü Highlight the location of the product
ü Emphasize the exhibition in the most
appropriate place possible
ü Draw attention when it’s a not-so-good
location
ü Keep the space attractive
ü Inform about promotions and/or new
products
ü Differentiate from the competition
ü Report features, benefits and benefits
ü Complement mass media campaigns
ü Increase product image and/or positioning

14. Objetivos del material POP:
ü Highlight the location of the product
ü Emphasize the exhibition in the most
appropriate place possible
ü Draw attention when it’s a not-so-good
location
ü Keep the space attractive
ü Inform about promotions and/or new
products
ü Differentiate from the competition
ü Report features, benefits and benefits
ü Complement mass media campaigns
ü Increase product image and/or positioning
ü Reduce spending on advertising

15. Objetivos del material POP:
ü Highlight the location of the product
ü Emphasize the exhibition in the most
appropriate place possible
ü Draw attention when it’s a not-so-good
location
ü Keep the space attractive
ü Inform about promotions and/or new
products
ü Differentiate from the competition
ü Report features, benefits and benefits
ü Complement mass media campaigns
ü Increase product image and/or positioning
ü Reduce spending on advertising
ü Increase brand recall and presence

16. POP material advantages
ü Supplant the seller at the
point of sale
ü Motivate impulse buying It’s
the only communication with
the customer
ü Provides additional
information
ü It’s cheaper than the mass
media

17. The POP material must contain a simple,
clear, concise message to stimulate the
purchase
ü It must be legible and visible
ü It has to show the price in the most
appropriate place and taking care that
it is remarkable.
ü Use short phrases or words that
attract attention such as "New",
"Promotion", etc
Be very creative

18. CENEFAS SALTARINES
GRÁFICOS DE
PISO
EXHIBIDORES
TEMPORALES
STICKERS
HABLADORES
CUELLOS DE
BOTELLA
AVISOS
LUMINOSOS
TIRAS DE
IMPULSO
TARJETAS DE
FIDELIZACIÓN
BANNERS STOPPERS STOP
PORTERO
PUNTAS DE
GÓNDOLA
BUZONES
AFICHES VOLANTES CABEZOTES
MUEBLES DE
DEGUSTACIÓN
UNIFORMES
MATERIAL POP

19. Thank you!