Discuss the useful services POP materials provide for all ...

[javeds]

Discuss the useful services POP materials provide for all participants in the marketing process: manufacturers, retailers, and consumers.

Question 2

Which of the following is NOT an advantage of using magazines as an advertising medium?
 a. selectivity
  b. convey information with a sense of authority
  c. high intrusive value
  d. creative ability to get consumers involved in ads
  e. long life

[cswans24]

Answer to Question 1

Accomplishments for manufacturers: For manufacturers, POP 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: POP services retailers by attracting the consumer's attention, increasing his or her interest in shopping, and extending the amount of time spent in the storeall of which lead to increased retail revenue and profits. Furthermore, POP 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 POP 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.

Answer to Question 2

c