By John Quelch and
Kristina Cannon-Bonventre
From the Magazine (November 1983)
Source: Harvard Business Review
Photo Source: Unsplash, Kate Trysh The retail point of purchase represents the time and place at which all the elements of the sale—the consumer, the money, and the product—come together. By using various communications vehicles, including displays, packaging, sales promotions, in-store advertising, and salespeople, at the point of purchase (POP), the marketer hopes to influence the consumer’s buying decision.
Partly because of the diversity of communications vehicles available and partly because effective POP programs can aid in competing for retailers’ support, marketers need to manage their POP programs carefully so as to ensure that both retailers and consumers will see consistency and coordination in the programs rather than confusion and contradiction
Do you have a good POP? We are here to help you with your marketing plan and efforts? Where do you want to start? Where are you now? What is your budget....
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