Answer to Question 1
b
Answer to Question 2
Accomplishments for Manufacturers. For manufacturers, P-O-P keeps the company's name and the brand name before the consumer and reinforces a brand image that has been previously established through mass-media advertising or other outlets. These materials also call attention to sales promotions and stimulate impulse purchasing.
Service to Retailers. P-O-P services retailers by attracting the consumer's attention, increasing his or her interest in shopping, and extending the amount of time spent in the store--all of which lead to increased retail revenue and profits. Furthermore, P-O-P materials perform a critical merchandising function in aiding retailers in using available space to the best advantage and also enable retailers to better organize shelf and floor space to improve inventory control and stock turnover.
Value to Consumers. Consumers are served by P-O-P units that deliver useful information and simplify the shopping process. Displays set particular brands apart from similar items and simplify the selection process. Also, in-store radio and TV ads serve to inform consumers of new products and brands.
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