Signage and Pointof Purchase Communications

1、powerpoint presentation by charlie cook the university of west alabama eighth edition 2010 south-western, a part of cengage learning all rights reserved. chapter 20 integrated marketing communications in advertising and promotion 1. appreciate the role and importance of on-premise business signage.

2、2. review the various forms and functions of on-premise signage. 3. appreciate the role and importance of out-of-home, or off-premise, advertising. 4. understand billboard advertisings strengths and limitations. 5. appreciate the role and importance of point-of- purchase advertising. chapter objecti

3、ves after reading this chapter you should be able to: 2010 south-western, a part of cengage learning. all rights reserved.202 6. review evidence of p-o-ps role in influencing consumers in-store decision making. 7. examine empirical evidence revealing the effectiveness of p-o-p displays. 8. appreciat

4、e the importance of measuring audience size and demographic characteristics for out-of-home as well as in-store advertising messages. chapter objectives (contd) after reading this chapter you should be able to: 2010 south-western, a part of cengage learning. all rights reserved.203 2010 south-wester

5、n, a part of cengage learning. all rights reserved.204 on-premise business signage out-of-home advertisements point-of-purchase (p-o-p) messages signage and point-of-purchase marcom 2010 south-western, a part of cengage learning. all rights reserved.205 2010 south-western, a part of cengage learning

6、. all rights reserved.206 2010 south-western, a part of cengage learning. all rights reserved.207 illustration of free-standing sign figure 20.1 2010 south-western, a part of cengage learning. all rights reserved.208 illustration of building-mounted sign figure 20.2 2010 south-western, a part of cen

7、gage learning. all rights reserved.209 brand the retail site in consumers minds attract new customers create impulse buying decisions signage characteristics that enable walkers or drivers and their passengers to distinguish a sign from its surrounding environment. 2010 south-western, a part of ceng

8、age learning. all rights reserved.2010 2010 south-western, a part of cengage learning. all rights reserved.2011 poster panels digital (electronic) billboards painted bulletins specialty boards major forms of billboard advertising 2010 south-western, a part of cengage learning. all rights reserved.20

9、12 2010 south-western, a part of cengage learning. all rights reserved.2013 neiman marcus interactive media wallfigure 20.3 2010 south-western, a part of cengage learning. all rights reserved.2014 specialty billboard for a fitness centerfigure 20.4 2010 south-western, a part of cengage learning. all

10、 rights reserved.2015 2010 south-western, a part of cengage learning. all rights reserved.2016 2010 south-western, a part of cengage learning. all rights reserved.2017 humans playing soccer on a japanese billboard figure 20.5 2010 south-western, a part of cengage learning. all rights reserved.2018 2

11、010 south-western, a part of cengage learning. all rights reserved.2019 illustrations from the outhouse springs billboard campaign figure 20.6 2010 south-western, a part of cengage learning. all rights reserved.2020 a transit advertisement for smartwaterfigure 20.7 2010 south-western, a part of ceng

12、age learning. all rights reserved.2021 a transit advertisement for kodak digital camerasfigure 20.8 2010 south-western, a part of cengage learning. all rights reserved.2022 a cause-related ooh advertisementfigure 20.9 2010 south-western, a part of cengage learning. all rights reserved.2023 2010 sout

13、h-western, a part of cengage learning. all rights reserved.2024 illustration of a permanent display figure 20.10 2010 south-western, a part of cengage learning. all rights reserved.2025 illustration of a semi-permanent display figure 20.11 2010 south-western, a part of cengage learning. all rights r

14、eserved.2026 illustration of a temporary display figure 20.12 2010 south-western, a part of cengage learning. all rights reserved.2027 illustration of floor advertisementsfigure 20.13 2010 south-western, a part of cengage learning. all rights reserved.2028 attracts consumers attention which increase

15、s shopping interest and extends the time they spend in the store maximizes space for various products displayed in the same unit enables better organization of shelf and floor space to improve inventory control and stock turnover keeps the firms name and the brand name before the consumer reinforces

16、 a previously established brand image calls attention to sales promotions and stimulates impulse purchasing simplifies consumers shopping and selection processes by delivering useful information that sets particular brands apart from similar items informs consumers of new products and brands. 2010 s

17、outh-western, a part of cengage learning. all rights reserved.2029 informing remindingencouraging uses of p-o-p to influence consumers 2010 south-western, a part of cengage learning. all rights reserved.2030 2010 south-western, a part of cengage learning. all rights reserved.2031 2010 south-western,

18、 a part of cengage learning. all rights reserved.2032 2010 south-western, a part of cengage learning. all rights reserved.2033 results from the point-of-purchase advertising international (popai) consumer buying habits study table 20.1 2010 south-western, a part of cengage learning. all rights reser

19、ved.2034 product categories with the five highest and five lowest in-store decision rates: supermarket purchases table 20.2 2010 south-western, a part of cengage learning. all rights reserved.2035 product categories with the five highest and five lowest in-store decision rates: mass merchandise purchases table 20.3 2010 south-western, a part of cengage learning. all rights reserved.2036 supermarket and mass merchandise product categori