Question

Also point-of-purchase promotional materials are a popular form of sales promotion. Because space is at a premium in most grocery stores, this promotional material is strategically located on the floor. There is a company called FloorGraphics, which is a provider of point-of-sale ads for the floors of retail stores and provides information about its services. They target businesses that sell consumer products to use their FloorAds. These are often placed on the floor in retail stores directly in front of the shelf with the merchandise being promoted. Clearly, this form of promotion can get attention and stimulate interest by the final customer right at the time of the purchase decision.How do you think floor point-of-sale ads like this would compare to other promotional options?

Answer 1

If we look at the point-of-purchase promotional, this mode of promotion seems to be quite effective in comparison to the other types of promotional modes. As we know that the main objective of any marketing activity is to induce the sales of the product and the same principle is being adopted in case of promotional methods. There are a number of promotional tools which can be used by the marketers such as advertising (interior or exterior) newspaper and magazine advertising, sales promotion and so on.

But when it comes to the lasting and result oriented promotional tools, point-of-purchase promotional tools are more effective as these tools are laced just at the point where the customer takes the final buying decision.

There can be a chance that the customer has decided in favour of a certain brand but when he is exposed to point-of-purchase promotional tools, he changes his decision in favour of the promoted product as this leads the final and most striking effect on the customer. The advertisement which is published on TV, radio, hoardings, or newspapers have a limited recall value and thus the products can be forgotten quite easily. But this limitation is not present with point-of-purchase promotional methods.