Marketing's Powerful Weapon: Point-Of-Purchase Advertising

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9780970709905: Marketing's Powerful Weapon: Point-Of-Purchase Advertising
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The first industry-produced textbook written by P-O-P professionals. Topics include consumer behavior at retail, materials and production methods, design and creativity, project planning, sales promotion planning, post-promotion evaluation, trade practices, the impact of globalization on in-store advertising and future trends. Gillette’s launch of the Mach 3 razor provides the case study. An Appendix of types of P-O-P displays and a Glossary of terms complete the presentation.

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From the Publisher:

Point-of-purchase advertising has become a major marketing tool in selling goods and services throughout the world. Point-of-Purchase Advertising International (POPAI) has assembled top professionals representing retailers, brand marketers, P-O-P vendors and suppliers, and academia to publish this first-ever textbook for both new and experienced P-O-P industry members and marketing professionals. The goal of this book is to disseminate knowledge acquired from both formal education and practice in order to ensure the enhancement of competence at all levels of the P-O-P industry.

In this book you will find a complete overview of how point-of-purchase advertising plays a critical role in driving sales at retail. In a highly readable format it explains how P-O-P is created, planned, and manufactured and how retailers and brand marketers partnering with their P-O-P producers are combining tried-and-proven methods with new technologies to increase sales. When you consider 70 percent of all retail sales are unplanned by consumers when they enter the retail arena, you will understand how important point-of-purchase advertising has become in the global economy.

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Published by Point-of-Purchase Advertising (2001)
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Liljenwall, Robert (edited); Maskulka, James (edited)
Published by Point-of-Purchase Advertising International, Washington, D. C. (2001)
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