Warc index
 

Case study illustrating the use of point-of-purchase (POP) advertising in a new global product launch: Gillette's Mach 3 razor. Development of the product and marketing plan briefly described. POP str ...

Discusses point-of-purchase (POP) advertising in the global context. Reasons given for growth of local POP in countries worldwide: growth of multinational brands, of global retailers. Brand marketers ...

Argues for the effectiveness of Point-of-Purchase (POP) marketing. How it fits in with the hectic, time-sensitive lifestyle of modern consumers, and the prevalence of impulse purchasing (over 60% of i ...

The benefits of Category Management for a supplier organisation are maximised when there is a purchase marketing strategy in place for the category. Purchase marketing is essentially using the store a ...

Consumers have become increasingly self-reliant in their shopping behavior as sales staff have become harder to find and not well trained. Point of purchase (POP) communications have correspondingly b ...

Introduction to the workshop session on point-of-purchase advertising. The ARF will now bring together research learning in this area, as it has in advertising and media research.

Argues, with illustrations, that shoppers rarely behave in a real store the same way as they do in a laboratory test. The only safe way to test in-store packaging and promotional materials is to do so ...

Consumers have historically stated via direct questioning methods that they experienced no difficulty when shopping for photographic film, yet observation of consumers at the point-of-purchase indicat ...

Describes RCP (Retail Communications Planner), a process and a tool designed to address the issue of clutter at retail and help to manage the number of messages communicated at any one time. RCP is b ...

Discusses in-store promotion and how research can help to improve it. Qualitative and video ethnographic methods are used, in which the store is treated as a medium. Example: Dynamic Messaging (in whi ...

Argues that much more attention should be paid by marketers to point-of-purchase (PoP) and in-store marketing. Research knowledge of what happens in store is lacking. The author's company has three re ...

This paper is a study that aims to: understand the characteristics of consumers' shopping trips and their perceptions of store 'shopability'; measure the degree to which supermarket and mass merchandi ...

Point-of-sale is also a medium, and deserves as much care as any other. The triangular relationship between manufacturer, retailer and customer is discussed; each member both sends and receives messag ...