© 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 Objecves 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 Objecves (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 the Provide new customers with their first knowledge of the company and first impression of the company company and first impression of the company  Considered the most cost-effective and efficient form of Considered the most cost-effective and efficient form of communication available to retail businesses communication available to retail businesses • Importance of Signage Importance of Signage  Legible, conspicuously placed signage, easily discernable and Legible, conspicuously placed signage, easily discernable and understood by the public is essential to the survival of many understood by the public is essential to the survival of many businesses 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 destination or Is seen by consumers while they in transit to a destination or away from home away from home  Is regarded as of major importance but supplementary to other Is regarded as of major importance but supplementary to other forms of advertising 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 [...]... audiences © 201 0 South-Western, a part of 20 18 Figure 20. 6 Illustrations from the Outhouse Springs Billboard Campaign © 201 0 South-Western, a part of 20 19 Figure 20. 7 A Transit Advertisement for SmartWater © 201 0 South-Western, a part of 20 20 Figure 20. 8 A Transit Advertisement for Kodak Digital Cameras © 201 0 South-Western, a part of 20 21 Figure 20. 9 A Cause-related OOH Advertisement © 201 0 South-Western,... less than two months)  In-store media (use determined by third party) © 201 0 South-Western, a part of 20 23 Figure 20. 10 Illustration of a Permanent Display © 201 0 South-Western, a part of 20 24 Figure 20. 11 Illustration of a Semi-Permanent Display © 201 0 South-Western, a part of 20 25 Figure 20. 12 Illustration of a Temporary Display © 201 0 South-Western, a part of 20 26 Figure 20. 13 Illustration of Floor... Point-of-purchase materials increase sales volume © 201 0 South-Western, a part of 20 32 Table 20. 1 Results from the Point-of-Purchase Advertising International (POPAI) Consumer Buying Habits Study © 201 0 South-Western, a part of 20 33 Table 20. 2 Product Categories with the Five Highest and Five Lowest In-Store Decision Rates: Supermarket Purchases © 201 0 South-Western, a part of 20 34 Table 20. 3 Product... information that sets particular brands apart from similar items • Informs consumers of new products and brands © 201 0 South-Western, a part of 20 28 P-O-P’s Influence on Consumer Behavior Uses of P-O-P to Influence Consumers Informing Reminding © 201 0 South-Western, a part of Encouraging 20 29 P-O-P’s Uses: Informing • Factors in the Effectiveness of Motion Displays 1 Motion displays attract attention 2... in other media Outlawed in some areas as distracting to drivers and a form of visual pollution © 201 0 South-Western, a part of 20 12 Figure 20. 3 Neiman Marcus Interactive Media Wall © 201 0 South-Western, a part of 20 13 Figure 20. 4 Specialty Billboard for a Fitness Center © 201 0 South-Western, a part of 20 14 Buying Billboard Advertising • Plants  Are companies that own the billboards on which outdoor... In-Store Decision Rates: Mass Merchandise Purchases © 201 0 South-Western, a part of 20 35 Table 20. 4 Supermarket and Mass Merchandise Product Categories with Highest Average Brand Lifts from Displays The Brand Lift Index: Indicates how the presence of P-O-P materials affects the likelihood that customers will buy a product they had not specifically planned to buy © 201 0 South-Western, a part of 20 36... © 201 0 South-Western, a part of 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  Many product and brand choice decisions are made while the consumer is in the store  Point-of-purchase... OOH Advertisement © 201 0 South-Western, a part of 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 for an IMC program to influence consumer behaviors related to product and brand choices • Spectrum of P-O-P Materials  Permanent displays (in use six months... Advertising Digital (Electronic) Billboards Specialty Boards © 201 0 South-Western, a part of 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 permanent... to brand attributes previously processed from media advertising 4 Information on brand attributes, when recalled, supplies a reason for the consumer to purchase the displayed brand © 201 0 South-Western, a part of 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 people attempt . environment. © 201 0 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. 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 © 201 0 South-Western, a part of Cengage. reserved. 20 8 Illustration of Building-Mounted Sign Figure 20. 2 © 201 0 South-Western, a part of Cengage Learning. All rights reserved. 20 9 The ABCs of On-Premise Signs The ABCs of On-Premise