초록

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Abstract ▼ AI-Helper

Many researchers and advertisers have approached point of purchase advertising in various ways. Visual analysis. an overemphasis of design concept. or simple classification have usually dominated these reports. However. for point of purchase advertising to be considered a part of marketing strategy....

Many researchers and advertisers have approached point of purchase advertising in various ways. Visual analysis. an overemphasis of design concept. or simple classification have usually dominated these reports. However. for point of purchase advertising to be considered a part of marketing strategy. its effectiveness can be more clearely analyzed. What is the most appropriate situation to effectively use point of purchase advertising\ulcorner Which category of product is most sensitive to point of purchase advertising\ulcorner Moreover, what is the relationship between point of purchase advertising and impulsive buying\ulcorner These questions will hopefully be addressed in this paper. First of all. before tackling these issues, former research on point of purchase advertising need to be classified. Also we will show how modern technology has been affected point of purchase advertising. Section6 will discuss the relationship between impulsive buying and point of purchase advertising. Finally, successful examples of point of purchase advertising in the U.S. will be introduced to support the conc] usion.