Question

Unit 10 Discussion

Point of purchase (POP) materials are promotional materials that are used to promote a product at the point of purchase (for example-the sales counter or at the cash register). They come in many forms such as permanent displays, semi-permanent, temporary displays and other instore media. They are used for four functions: to remind the customer of the product, to inform the customer of the product, to merchandise the product, and to encourage purchases of the product.

Topic: Point of Purchase

Wally’s is a local specialty store that sells toys and trinkets for children typically age 12 and under. It is quite a popular birthday stop for gift bags and birthday presents for parties. Wally’s has a new product called the Aeronaut, a new astronaut toy that comes with a spacecraft and a map of the planets. You have been hired by Wally’s to promote this product in the specialty store through Point of Purchase advertising. In the Discussion board posting, address the following checklist items:

Checklist:

What type of point of purchase materials for promotion should be used in Wally’s store to promote the Aeronaut?

Which of the four functions of point of purchase materials will be used here-reminding, informing, merchandising or encouraging? How will this be used?

Answer 1

Aeronaut is targeted at children below the age of 12 and hence Point of Purchase advertising will need to be more in pictorial and product model form than text. The promotional materials that would be suitable are large posters put up in the store showing an astronaut and spacecraft surrounded by planets, dummy models of spacecraft hung from the ceiling in a thematic way and colorful take away leaflets showing pictures of an astronaut, spacecraft and planets. Another promotional way could be to dress someone as an astronaut holding space craft and playfully interacting with childrens visiting the store.

The functions of point of purchase materials used:

1. Informing - Creation of product awareness

2. Merchandising and Encouraging

- Creating enough interest and excitement leading to sale. This will be used by effectively promoting the product by way of POP materials and activities as explained above.