Training/Marcom Academy

Understanding Point-of-Purchase Advertising

Point-of-purchase (P-O-P) advertising is a kind of advertising built to attract impulse purchase from consumers. It utilizes display designed to catch shoppers’ attention particularly at the place of making purchase. Point-of-purchase (P-O-P) is also a kind of specialized form of sales promotion item found at shops or big supermarkets (the “point of sale”). The reason behind them is to draw customers’ attention to new products, special kind of offer, or to promote special events, etc.
There are various types of point-of-purchase displays, such as window displays, counter displays, floor stands, display bins, display packs, display stands, dummy packs, wall posters, mobiles etc. In specifics, P-O-P material includes shelf-talkers, stoppers, price tags, banners, poster, wobblers etc. and all types of open and closed display cases. They are created and prepared by the manufacturer and distributed to both wholesalers and retailers who sell the manufacturer’s products. Sometimes, a manufacturer can give discount to wholesalers for using its P-O-P materials or, in some other way, compensate a retailer for using a point of purchase display.
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Point-of-purchase or points of sales (POS) materials are used to execute advertising campaigns, exhibitions and presentations. As an effective advertising tool, a well-designed and prepared P-O-P material has the ability to attract consumers’ attention and promote the brand. Besides, due to its informative nature, P-O-P materials can stimulate direct purchase from consumers at the point of sale.
To create P-O-P materials requires idea generation/development, design, printing/production and delivery to product manufacturers for onward delivery to wholesalers/retailers.
Common items that may appear most in P-O-P display materials are:
• Soft drinks
• Candy
• Chewing gum
• Tobacco
• Seasonings
• Telecom companies
• Fruit drinks
• Alcoholic drinks
• Noodles
• Confectionaries etc.
Classification of Point-of-Purchase or Point of Sales Materials
P-O-P materials are classified as permanent, temporary and in-store media
Permanent P-O-P: Permanent P-O-P materials include displays and signs that are intended for use for six months or more in places where purchase decisions are made like stores, supermarkets, big shops etc.
Temporary P.O.P: Temporary P-O-P materials are display and signs materials on streets, walls, homes, schools, markets, stores and supermarkets and other strategic locations that are intended to last for less than six months. They are mainly used to promote events. Banners and posters fall most into this category.
In-store Media: In-store media include advertising and promotion materials such as P-O-P radio, shopping cart advertising, self-talkers, etc. that are meant to draw the attention of the consumers to the brand whose name appears on it. They are more permanent in nature than temporary P-O-P materials.
What Does P-O-P seek to achieve?
These days, a company spending a lot of money to produce point-of-purchase materials is justified in the sense that such provide useful service to members of the marketing process namely: manufacturers, retailers and consumers.
vol 3 106-120-9Awareness to manufacturers or brand owner: P-O-P keeps the company’s name and the brand name visible in the eyes of consumers, especially in brand-cluttered environment. This further promotes the brand name previously known through advertising on various platforms. P.O.P helps stimulate consumer impulse purchasing decision about a particular brand.
Attracting retailers’ attention: P-O-P helps to attract the consumer’s attention to a product as well as increase his or her interest in purchasing a product that is carefully displayed in the display material at the point of purchase.
Giving valued information to consumers: P-O-P provides useful information to consumers by way of educating them about a product and its benefits, compared to other competing products in the market.
Functions Performed by P-O-P Materials
The functions perform by P-O-P materials are informing, reminding, encouraging and merchandising
Informing: P-O-P materials of any kind perform a very basic function of informing consumers about a product – be it new or existing ones in the market. Through P-O-P materials, consumers get informed about products/services in the market, and educate them on the benefits they stand to enjoy from using such brands /services.
Reminding: P-O-P materials help to remind consumers of brands they have previously been told about through advertising in print, radio, TV and new media, before a consumer finally enters a store or supermarket to make a purchase.
Influencing consumer purchase decisions: P-O-P materials encourage consumers to buy a specific item or brand. Effective P-O-P materials influence a product and brand choice at the point of purchase and encourage impulse buying as well. Many people are influenced to make a product choice in a store due to the display of P-O-P materials.
Merchandising: The merchandising function of P-O-P material is where a shop owner carefully displays P-O-P materials in the available space in his store. This can cause consumers to make a product choice. When product choices are regularly made, a shop owner makes quick profit turn over.
Conclusion
Point-of-Purchase advertising is a kind of advertising built to attract impulse purchase from consumers. It utilizes display designed to catch shoppers’ attention particularly at the place of making purchase. Point-of-purchase (P-O-P) or point-of-sale display (POS) is also a kind of specialized form of sales promotion item found at shops or big supermarkets (the “point of sale”). The reason behind them is to draw customers’ attention to new products, a special offer, or to promote special events, etc.
There are various types of point-of purchase displays, such as window displays, counter displays, floor stands, display bins, display packs, display stands, dummy packs, wall posters, mobiles etc. In specifics, P-O-P material includes — shelf-taker, stopper, price tag, banners, poster, wobblers and all types of open and closed display cases. They are created and prepared by the manufacturer and distributed to both wholesalers and retailers who sell the manufacturer’s products. Sometimes, a manufacturer can give discount to the wholesaler for using its P-O-P material or, in some other way, compensate the retailer for using a point of purchase display.
Common items that may appear most in P-O-P displays are soft drinks, candy, chewing gum, tobacco seasonings, telecom companies, fruit drinks, alcoholic drinks etc. P-O-P materials are classified under permanent, temporary and in-store media. The functions performed by P-O-P materials are informing, reminding, encouraging and merchandising.
Assignment:
In not more than two pages, discuss those functions point of purchase materials can accomplish that mass media advertising cannot? First prize— N10,000 worth of recharge cards and the two other best written answers will get N3,000 worth of recharge cards each. Written answers should be sent to:info@brandiq.com

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