Question

Think about point-of-purchase displays. Do they impact your purchases? Why or why not? Describe the most effective point-of-purchase displays for you personally. Why are they effective? Describe the least effective point-of-purchase displays for you personally. Why are they ineffective? 2. What brand are you the most passionate about? Does a brand community exist around that brand? Examine the ways a brand can enhance a brand community listed in Figure 10.14. Discuss each one in terms of the brand you mentioned for this question either in terms of what the brand is currently doing or what they should do.

Answer 1

Point of Purchase Dispalys

A point-of-purchase or POP display is marketing material or advertising placed next to the merchandise it is promoting. These items are generally located in the checkout area or other location where the purchase decision is made.hey are intended to draw the customers' attention to products, which may be new products, or on special offer, and are also used to promote special events, e.g. seasonal or holiday-time sales,

POP plays a significant role isn boosting sales in the following ways:

• Drawing attention of the customers POP are generally visually very appealing and come in many shapes, forms and sizes.These displays attracts attention from the customers and there is a great possibility that this will be converted into sales thus boosting profits.
• POP makes decison making process easy for the customers. POP acts like a salesperson who does not require training to sell products to customers. POP displays help ensure customers will make their purchases then and there rather than waiting until they go home and talk themselves out of it.
• POP displays are cost effective POP displays are cost effective tools of advertisemnets as compared to other mediums. Such displays increase sales at the cost of very less expenditure thus boosting the profits.
• POP dispalys can provide a uique personalized experience to shoppers. Not only POP's are visually appealing but couples with certain interactive features like QR codes, special offers, lighting and touch screen displays give an extra edge and add to the beauty of POP's thus compelling the customer to buy the product.
• POP displays allow you to infuse the psychology of color in your retail marketing strategy. Color therapy plays an important role in advertising and marketing and influencing the mind of customers.In your point-of-purchase displays, you can choose whether you want to use color to continue the brand of colors your business already has, or tailor the colors to the specific product you’re highlighting. Colors like red and orange denote aggressiveness whereas yellow, white denotes calmness, wealth and happiness.Sports products should use more of red or orange colors to denote energyand action while jewellery should use silver. golden or white colors to denote peace, love and harmony.

For me the most effective Point of Diaplays are Floor Displays. Floor displays, commonly referred to as dumps, are perhaps the most powerful point-of-purchase marketing tool. They are most effective when placed at the front of the store. This location guarantees viewing by the maximum number of visiting consumers.

Posters are the least inspiring point-of-purchase display vehicle when used to attract consumers. They are not useful to promote products, which the consumers are not aware of. They are more useful to attract customers to the products they are already aware of. Mnay retailers throw away most of the posters sents to them by suppliers.