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Abstract ▼ AI-Helper

The role of POP (point-of-purchase) advertising, as one of the brand contact points at the final time of purchase decision, has been highly regarded in the field of marketing communication. The objectives of this study were to classify POP advertising and to identify consumers’ perceived importance ...

The role of POP (point-of-purchase) advertising, as one of the brand contact points at the final time of purchase decision, has been highly regarded in the field of marketing communication. The objectives of this study were to classify POP advertising and to identify consumers’ perceived importance of the message contents of POP advertising. For this purpose, this study observed a variety of POP advertisements in several retail outlets and conducted surveys from participants who had actually experienced POP advertisements in the retail outlets. As a result, it was shown that the number of POP advertisements in the stores of convenience goods was higher than the other types of stores. On the other hand, the number of information-oriented POP advertisements was highest in the stores of shopping goods. And the number of image-oriented POP advertisements was highest in the stores of specialty goods while the number of promotion POP advertisements was highest in the stores of convenience goods. Based on these results, POP advertising in retail outlets can be classified into information-oriented (rational approach), image-oriented (emotional approach), and both information/image oriented (dual approach) POP advertising. In addition, it was also shown that consumers tended to put more importance on price or benefit related information of POP advertising at the time of purchase in retail outlets.

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