Homework 10 - POP Displays

Point of purchase displays are an important component of an IMC program. Your task is to visit a nearby grocery store and take pictures of POP displays. Upload at least three pictures to your blog and talk about why you think they are effective or why do they fail at being effective.







I feel these items are effective because they are "out of sight, out of mind" type displays. If they were not in your vision as you are about to check out, you would probably forget about them all together. However, since they are seen at the very last minute, they relate to an impulse buy. For example, not everyone thinks they need mints and gum as they are shopping but while you're standing there waiting in line, a person simply thinks "why not?" Same goes for candy, just seeing it sometimes sends an instant craving into consumers minds causing them to buy the candy and eat it in line or soon after. Magazines help pass the time while waiting in line. You see a headline or story line that catches your eye on a particular topic and you begin to read the magazine while you wait before you know it it is time to check out and a consumer could still want to finish reading resulting to an impulse buy. Unless the line is really really long where a consumer can finish reading in time, therefore, not needing to buy the magazine at all could be a bad result. I really do not see any uneffective ways resulting from POP displays. To me, they all seem a lot more effective where they are over their actual locations. All in all, I believe these particular items sell better in the POP displays. I never think to buy the products while I'm shopping for "much needed" things. I only think to buy them when I am waiting in line.