In Store Displays and Cash Register Receipts Tara Vargas and Nicole Palmer

Point of Purchase  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  POP is the only medium that places advertising products and a consumer together in the same place at the same time  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  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  In store advertising sizes can range anywhere from a half page advertisement on a shopping cart to a five foot display  The cost of in store displays varies depending on the size and item used to promote the product

Circulation of In Store Displays  The circulation of the displays can either be short term or long term depending on the product and the promotion  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?  In store advertising has increased sales of many brands and products  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  GRP  TRP  Value of Media

In Store Display Regulations  Closing dates/ deadlines  contract policies  copy regulations

Example of Deadlines DateSpace ClosingMaterials Due January11/20/200611/30/2006 February12/14/200601/12/2007 March01/23/200701/31/2007 April02/15/200702/26/2007 May03/20/200703/28/2007 June04/23/200705/01/2007 July05/21/200705/30/2007 August06/19/200706/27/2007 September07/24/200708/01/2007 October07/24/200708/01/2007 November09/19/200709/27/2007 December10/23/200710/31/2007

Cash Register Receipt Advertising Receipt advertising is one of the most cost effective advertising solutions to increase marketing and sales goals Receipt Media offers a unique advertising medium that can allow advertisers to reach their target audience Receipt tape advertising provides receipt tape with valuable coupons printed on the back of grocery stores

Circulation of Cash Register Receipts  Cash register receipts are kept for up to two weeks  Your coupon message is placed directly into the hands of every grocery shopper 24 hours a day, seven days a week  The message is continuously distributed on average of 1,000 times a day from each location

Cost of Cash Register Receipts  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?  In Store Displays  Cash Register Receipts