Transcript In-Store Media

In Store Displays
and
Cash Register Receipts
Tara Vargas
and
Nicole Palmer
Point of Purchase
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Point of purchase (POP) advertising refers to materials
used in the retail setting to attract shopper’s attention to
ones product, convey primary product benefits, or highlight
pricing information
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POP is the only medium that places advertising products
and a consumer together in the same place at the same
time
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The goal of POP is to create a short term impact on sales
while preserving the long term image of the brand being
developed and maintained by advertising for the brand
POP Examples
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Window and door signage
Counter/ shelf unit
Floor stand
Shelf talker
Mobile/ Banner
Cash register
Full line merchandiser
End of Isle display/
Gondola
Dump bin
Illuminated sign
Motion display
Interactive unit
Overhead Merchandiser
Cart advertising
Isle directory
Size and Cost of
In Store display Advertising
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In store advertising sizes can range anywhere from a half
page advertisement on a shopping cart to a five foot display
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The cost of in store displays varies depending on the size
and item used to promote the product
Circulation of
In Store Displays
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The circulation of the displays can either be short term or
long term depending on the product and the promotion
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Short term promotional displays are used for six months or
less and permanent long term displays are used for more
than six months
Why use in store advertising?
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In store advertising has
increased sales of many
brands and products
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For Example, a joint study
sponsored by K-Mart and
Proctor and Gamble found
that POP advertising
boosted the sales of coffee,
paper towels, and
toothpaste by 567%, 773
% and 119% (O’Guinn,
Allen, Semenik).
Methods of Measurement for
In Store Displays
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GRP
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TRP
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Value of Media
In Store Display
Regulations
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Closing dates/ deadlines
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contract policies
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copy regulations
Example of Deadlines
Date
Space Closing
Materials Due
January
11/20/2006
11/30/2006
February
12/14/2006
01/12/2007
March
01/23/2007
01/31/2007
April
02/15/2007
02/26/2007
May
03/20/2007
03/28/2007
June
04/23/2007
05/01/2007
July
05/21/2007
05/30/2007
August
06/19/2007
06/27/2007
September
07/24/2007
08/01/2007
October
07/24/2007
08/01/2007
November
09/19/2007
09/27/2007
December
10/23/2007
10/31/2007
Cash Register Receipt Advertising
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Receipt advertising is one of the most
cost effective advertising solutions to
increase marketing and sales goals
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Receipt Media offers a unique
advertising medium that can allow
advertisers to reach their target
audience
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Receipt tape advertising provides
receipt tape with valuable coupons
printed on the back of grocery stores
Circulation of
Cash Register Receipts
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Cash register receipts are kept for up to two weeks
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Your coupon message is placed directly into the hands of
every grocery shopper 24 hours a day, seven days a week
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The message is continuously distributed on average of
1,000 times a day from each location
Cost of
Cash Register Receipts
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Approximately half a cent per coupon
On average the advertisement will be given out 30-50,000
times a month and the cost will range from $153 and $237
per month
Who Benefits?
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In Store Displays
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Cash Register Receipts