© 2010 South-Western, a part of Cengage Learning All rights reserved. PowerPoint Presentation by Charlie Cook The University of West Alabama Eighth Edition Signage and Point-of- Purchase Communications CHAPTER 20 1. Appreciate the role and importance of on-premise business signage. 2. Review the various forms and functions of on-premise signage. 3. Appreciate the role and importance of out-of-home, or off-premise, advertising. 4. Understand billboard advertising’s strengths and limitations. 5. Appreciate the role and importance of point-of- purchase advertising. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–2 6. Review evidence of P-O-P’s role in influencing consumers’ in-store decision making. 7. Examine empirical evidence revealing the effectiveness of P-O-P displays. 8. Appreciate the importance of measuring audience size and demographic characteristics for out-of-home as well as in-store advertising messages. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–3 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–4 Introduction Introduction On-Premise Business Signage Out-of-Home Advertisements Point-of-Purchase (P-O-P) Messages Signage and Point-of-Purchase Marcom © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–5 On-Premise Business Signage On-Premise Business Signage • On-premise Business Signs On-premise Business Signs Provide new customers with their first knowledge of Provide new customers with their first knowledge of the company and first impression of the company the company and first impression of the company Considered the most cost-effective and efficient form Considered the most cost-effective and efficient form of communication available to retail businesses of communication available to retail businesses • Importance of Signage Importance of Signage Legible, conspicuously placed signage, easily Legible, conspicuously placed signage, easily discernable and understood by the public is essential discernable and understood by the public is essential to the survival of many businesses to the survival of many businesses © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–6 Types of On-Premise Signs Types of On-Premise Signs • Free-Standing Free-Standing (Unattached) Signs (Unattached) Signs Monument signs Monument signs Pole signs Pole signs A-frame (sandwich-board) A-frame (sandwich-board) signs signs Portable signs Portable signs Inflatable signs Inflatable signs • Building-Mounted Building-Mounted (Attached) Signs (Attached) Signs Projecting signs Projecting signs Wall signs Wall signs Roof signs Roof signs Banners Banners Murals Murals Canopy and awning signs Canopy and awning signs © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–7 Illustration of Free-Standing Sign Figure 20.1 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–8 Illustration of Building-Mounted Sign Figure 20.2 © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–9 The ABCs of On-Premise Signs The ABCs of On-Premise Signs B B Brand the retail site in consumers’ minds A A Attract new customers C C Create impulse buying decisions Conspicuity Conspicuity Signage characteristics that enable walkers or drivers and their passengers to distinguish a sign from its surrounding environment. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–10 Out-of-Home (Off-Premise) Advertising Out-of-Home (Off-Premise) Advertising • Out-of-Home (OOH) Advertising Out-of-Home (OOH) Advertising Is the oldest form of advertising Is the oldest form of advertising Is seen by consumers while they in transit to a Is seen by consumers while they in transit to a destination or away from home destination or away from home Is regarded as of major importance but Is regarded as of major importance but supplementary to other forms of advertising supplementary to other forms of advertising Has many delivery modes: Has many delivery modes: Billboards, bus shelters, street furniture, shopping- Billboards, bus shelters, street furniture, shopping- mall displays, transit vehicles, skywriting, blimps mall displays, transit vehicles, skywriting, blimps [...]... Kodak Digital Cameras © 2010 South-Western, a part of Cengage Learning All rights reserved 20–21 Figure 20.9 A Cause-related OOH Advertisement © 2010 South-Western, a part of Cengage Learning All rights reserved 20–22 Point-of-Purchase Advertising • The Point-of-Purchase Environment Is the time and place at which all elements of the sale (consumer, money and product) come together Is the final opportunity... from similar items • Informs consumers of new products and brands © 2010 South-Western, a part of Cengage Learning All rights reserved 20–28 P-O-P’s Influence on Consumer Behavior Uses of P-O-P to Influence Consumers Informing Reminding © 2010 South-Western, a part of Cengage Learning All rights reserved Encouraging 20–29 P-O-P’s Uses: Informing • Factors in the Effectiveness of Motion Displays 1 Motion... Semi-Permanent Display © 2010 South-Western, a part of Cengage Learning All rights reserved 20–25 Figure 20.12 Illustration of a Temporary Display © 2010 South-Western, a part of Cengage Learning All rights reserved 20–26 Figure 20.13 Illustration of Floor Advertisements © 2010 South-Western, a part of Cengage Learning All rights reserved 20–27 What Does P-O-P Accomplish? Accomplishments for Manufacturers... store © 2010 South-Western, a materials increase sales volume Point-of-purchase part of Cengage Learning All rights reserved 20–32 Table 20.1 Results from the Point-of-Purchase Advertising International (POPAI) Consumer Buying Habits Study © 2010 South-Western, a part of Cengage Learning All rights reserved 20–33 Table 20.2 Product Categories with the Five Highest and Five Lowest In-Store Decision... yet can remember details of a specific advertisement for the brand © 2010 South-Western, a part of Cengage Learning All rights reserved 20–31 P-O-P’s: Encouraging • Effective P-O-P materials Influence product and brand choices at the point of purchase Encourage unplanned purchasing and even impulse buying • Evidence of In-Store Decision Making Unplanned purchasing is a high proportion of all purchases... P-O-P Materials Permanent displays (in use six months or more) Temporary displays (in use less than two months) In-store media (use determined by third party) © 2010 South-Western, a part of Cengage Learning All rights reserved 20–23 Figure 20.10 Illustration of a Permanent Display © 2010 South-Western, a part of Cengage Learning All rights reserved 20–24 Figure 20.11 Illustration of a Semi-Permanent... engaging and South-Western, a part of creative way © 2010 Cengage Learning All rights reserved 20–12 Figure 20.3 Neiman Marcus Interactive Media Wall © 2010 South-Western, a part of Cengage Learning All rights reserved 20–13 Figure 20.4 Specialty Billboard for a Fitness Center © 2010 South-Western, a part of Cengage Learning All rights reserved 20–14 Buying Billboard Advertising • Plants Are companies that... previously processed from media advertising 4 Information on brand attributes, when recalled, supplies a reason for the consumer to purchase the displayed brand © 2010 South-Western, a part of Cengage Learning All rights reserved 20–30 P-O-P’s Uses: Reminding • Encoding The placing of informational items into memory • Encoding Specificity Principle Information recall is enhanced when the context in which... (Electronic) Billboards Specialty Boards © 2010 South-Western, a part of Cengage Learning All rights reserved 20–11 Forms of Billboard Ads (cont’d) Poster Panels • Located alongside highways in heavily traveled locales • Silk-screened or lithographed • Sold on a monthly basis Painted Bulletins • Are hand painted directly on the billboard • Purchased for a 1-3 year period • Achieve a consistent and relatively... Personal Outdoor Devices (Npods) may © 2010 South-Western, a part of provide better information about audiences Cengage Learning All rights reserved 20–18 Figure 20.6 Illustrations from the Outhouse Springs Billboard Campaign © 2010 South-Western, a part of Cengage Learning All rights reserved 20–19 Figure 20.7 A Transit Advertisement for SmartWater © 2010 South-Western, a part of Cengage Learning All rights . South-Western, a part of Cengage Learning. All rights reserved. 20–10 Out-of-Home (Off-Premise) Advertising Out-of-Home (Off-Premise) Advertising • Out-of-Home (OOH) Advertising Out-of-Home. Point-of-Purchase Marcom © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–5 On-Premise Business Signage On-Premise Business Signage • On-premise Business Signs On-premise. 2010 South-Western, a part of Cengage Learning. All rights reserved. 20–4 Introduction Introduction On-Premise Business Signage Out-of-Home Advertisements Point-of-Purchase (P-O-P) Messages Signage