Indispensability of Point of Purchase Advertise and Its Application

Indispensability of Point of Purchase

Advertise and Its Application Skills

作者：王丽伟

来源：《中国学术研究》2013年第12期

Abstract： Point of purchase advertising is a form of advertising that plays an important role in

point of sale. It can not only attract potential consumers， stimulate their desire to purchase with

improvisation and instant consumption， but also facilitate the beauty of consumer environment，

enhancing the effect on trust sense derived from consumers to shops， and marketing service

personnel.

Keywords： Point of purchase advertise； POP； Application skills

Since the emergence of supermarkets， commodities that meet directly with customers， reduce

the salesman greatly and save the mall space. It not only accelerates the speed of commodity

circulation， but reduces business costs， and promotes the prosperity of commodity economy.

However， the most tough problem is how to elaborate commodity characteristics， such as

contents， features， advantages， economic， and even the price， origins， grades， etc.， by

making use of advertising when customers browse for merchandise or hesitate whether to buy at the

narrow shelves and counter space in order to attract customers’ attention， trigger their interests.

During the process， advertising can exactly act as a role of salesman， allowing customers to

quickly go through the mental process including attention， understanding and inspiring heart， and

eventually decide to buy. In this situation， the Point of Purchase advertising comes into being.

Point of Purchase has diverse and flexible types of contents to adapt to the difference of

environments and operating marketing service. These types are as follows：

1. Store advertising --- stores and shops facade ads， including plaques of shops， signs，

（tag， licensing legislation， seat cards）， symbolic signs （logos， banners，）， color bar of

commodity information， banner， inkjet and hand-painted POP advertising， real and false

advertising models.

2. Shelving and counter advertising --- on the shelf with the sales counter， it emerges field of a

commodity， interesting， guides and stimulate impulse buying through different advertising

methods.

3. Hanging advertising --- it utilizes the air space suspension hanging flags with commodity

information， tag， chandeliers， color advertising， attention， convey information about goods

and services， and enhances sales and consumer environment， to stimulate trade and consumer site.