Objectives: Point-of-sale research

 

Kanaiya Parekh, who heads up the development of Tesco Media Services, describes why supermarket media is a media channel to be taken seriously by today's advertising planners (and what Tesco is doing ...

In today’s business environment in Japan, manufacturers and retailers struggling against excessive price competition find themselves mired in profoundly strained relationships. This paper will bring i ...

Based on several key industry reports from both Point of Purchase Advertising International (POPAI) and the Advertising Research Foundation (ARF), this paper provides a comprehensive and wide-ranging ...

This paper is an account of one of the studies involved in a major research project undertaken by Point-of-Purchase Advertising International to make P-O-P an accountable medium akin to TV or print. T ...

Promotions testing has traditionally been conducted using concept boards for interviews or slides in group situations. The new technology of multimedia allows us to present highly realistic stimuli wi ...

The paper presents a two-stage model to describe the increasing ‘concreteness’ (certainty) of consumers’ goals during the shopping process. Experiments within a convenience store suggested that certai ...

More than two-thirds of shopping decisions are made at the point of sale. For brands in a range of categories, the difference between success and failure can be linked to retail presentation, and appe ...