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Book Description
The updated edition of the official textbook of Point-Of-Purchase Advertising International (POPAI) includes chapters on all aspects of designing, producing, and executing P-O-P displays. Topics include consumer behavior at retail, P-O-P materials and production methods, design and creativity, project planning, sales promotion planning, post-promotion evaluation, trade practices, and the impact of globalization on in-store advertising and future trends. New in this edition are chapters on evaluating emerging retail technologies, a special report on POPAI’s groundbreaking research, and a case study of Pringles Center Stage shelving system. The book is accompanied by a CD-ROM with a glossary of over 2,200 industry terms.
The updated edition of the official textbook of Point-Of-Purchase Advertising International (POPAI) includes chapters on all aspects of designing, producing, and executing P-O-P displays. Topics include consumer behavior at retail, P-O-P materials and production methods, design and creativity, project planning, sales promotion planning, post-promotion evaluation, trade practices, and the impact of globalization on in-store advertising and future trends. New in this edition are chapters on evaluating emerging retail technologies, a special report on POPAI’s groundbreaking research, and a case study of Pringles Center Stage shelving system. The book is accompanied by a CD-ROM with a glossary of over 2,200 industry terms.
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Inside This Book Citations: This book cites 8 books Explore: Citations | Books on Related Topics | Concordance | Text Stats Key Phrases - SIPs: product dividers, brand marketers, sales lift, main shelf, supermarket study (more) Key Phrases - CAPs: United States, Promotion Manager, Rapid Displays, Point-Of-Purchase Advertising International, Advertising Research Foundation (more) Browse Sample Pages: Front Cover | Copyright | Table of Contents | Excerpt | Back Cover | Surprise Me! |
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Inside This Book
(learn more)
First Sentence:
"The defining aspect of marketing at retail, and for that matter the moment of truth for all of marketing, is the point of transaction where the customer chooses to make a purchase, takes possession of a product or consumes a service, and pays in real dollars." Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
product dividers, brand marketers, sales lift, main shelf, supermarket study, measured medium, delivery measures, test brand, reach estimates, store audits, shelf depths, creative brief, integrated marketing communications, incremental sales, consumer promotions, advertising exposure, advertising objective, consumer insight, temporary displays Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Promotion Manager, Rapid Displays, Point-Of-Purchase Advertising International, Advertising Research Foundation, United Kingdom, Goal Number, New York, American Airlines, France Belgium Holland, Fred Meyer, Make Pringles, Measured Medium Initiative, Census Bureau, Copyright Office, Material Cost New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Copyright | Table of Contents | Excerpt | Back Cover | Surprise Me!
"The defining aspect of marketing at retail, and for that matter the moment of truth for all of marketing, is the point of transaction where the customer chooses to make a purchase, takes possession of a product or consumes a service, and pays in real dollars." Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
product dividers, brand marketers, sales lift, main shelf, supermarket study, measured medium, delivery measures, test brand, reach estimates, store audits, shelf depths, creative brief, integrated marketing communications, incremental sales, consumer promotions, advertising exposure, advertising objective, consumer insight, temporary displays Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, Promotion Manager, Rapid Displays, Point-Of-Purchase Advertising International, Advertising Research Foundation, United Kingdom, Goal Number, New York, American Airlines, France Belgium Holland, Fred Meyer, Make Pringles, Measured Medium Initiative, Census Bureau, Copyright Office, Material Cost New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Copyright | Table of Contents | Excerpt | Back Cover | Surprise Me!
Citations (learn more)
This book cites 8
books:
See all 8 books this book cites
- Ice Age by Brian Freemantle on page 99
- Dreams Come True (Super Coloring Time) by RH Disney on page 98
- Puerto Rico (Puerto Rico!) by Patricia Wilson on page 106
- Advertising Research (Century of Marketing) by Percival White in Front Matter
- Building Brand Identity: A Strategy for Success in a Hostile Marketplace by Lynn B. Upshaw on page 11
See all 8 books this book cites
