Point-of-Purchase Advertising - Assignment Example

The paper “Point-of-Purchase Advertising" is a engrossing version of an assignment on marketing. Three point-of-purchase advertising I have recently come across This encompasses a message delivered to the intended consumer right from the points where they make the decision to purchase a particular brand. Their mechanisms include visual displays that can capture consumers’ interest and other various promotion techniques like having a marketer on the spot to win over the client (Lamb, Hair & McDaniel, 2008).

Personally, I have been through many shopping sprees where this marketing has been able to alter own decision on a product whereby at times, it has managed to compel me into buying something I had not planned (Lamb, Hair & McDaniel, 2008). One of the point-of-purchases advertising that really altered my decision while shopping was Campbell’s Soup that had Hunger Installation. This product had its cans arrayed in the mall forming the word HUNGER besides relaying information on how it ensures its disappearance.

It not only caught my eye to buy it but also that of numerous other clients who opted to buy the canned meal. Another instance, I purchased the Reebok Butterflies in a shoe store despite going with the thought of buying another brand. Their colorful arrangement and information to tell people to use a 3D lite shoe collection enticed me to buy the sports shoes in favor of the other ones. Finally, at the mall, I was at the shoe polish section and the way Kiwi had marketed its polish was so convincing.

They had different shoe colors from black to brown just to show the work of their polish on leather footwear. That alone convinced me to buy their product and it was not a disappointment.How much the point-of-purchase advertising influenced my decision to buy?In most situations, I have bumped into a brand with point-of-purchase advertising by its side and consequently end up buying it more so when I have multiple brands to choose from. This influence comes out for I managed to have more information regarding the brand and that alone made it seem better than the rest.

In other situations, this advertising has promoted impulse buying and this has made me buy products that I did not intend to buy before.Since this advertising requires one-on-one contact with it, it enhances my emotional arousal when in contact. Factors like displays and coupon usage trigger my affective reaction towards the product, which will augment my in-store decision making towards it. This advertising has so much influence more so if the product is new in the market and sometimes when one goes for unplanned shopping.

The advertisement influences anxiety that gives consumers the urge to buy and taste a particular brand.How do I feel about point-of-purchase advertising?Point-of-purchase advertising is helpful to the consumer because informing shoppers of a particular brand is their main communication function (Barker, Valos & Shimp, 2012). The signs and displays are there to alerts the consumer useful information about a brand as well as informing the consumer that a particular brand is available in the store (Barker, Valos & Shimp, 2012).

This advertising is helpful more so in reminding the consumers of the products they learned before on the broadcast, print, and another commercial medium (Barker, Valos & Shimp, 2012). The reminding nature is there to act as a complement to the previously done advertisement. The reminding role of point-of-purchase advertisement is critical as it relays information similar to that observed before in another advertising medium so that the consumer can duly recognize the brand (Barker, Valos & Shimp, 2012).

The advertising is also helpful as it also encourages consumers to buy a specific brand as well as encouraging impulse buying. It also promotes merchandising by helping the consumer to make a brand selection. Would you recommend that the brand continue to spend part of their advertising budget on this form of media?I would recommend a bit of the budget to the point-of-purchase advertising because most shoppers nowadays make purchase decisions while in the store (O’Guinn, Allen & Semenik, 2011).

Therefore, having this form of commercial will be essential as much as sales promotion is so it will help in sales by creating a short-term impact while still trying to maintain the long-term image of the brand (O’Guinn, Allen & Semenik, 2011). Another reason to recommend this form of advertising is that it has the power to change the decisions of most shopping customers. The shopping stores use various mechanisms to that can lead customers to their purchase, therefore, these mechanisms can act alone or with each other and all stores will have what is most suitable to achieve its purpose.

With displays and posters in the shopping stores, sales can increase because it is in the shopping stores where sales win.Having these advertisements in stores ensures awareness to customers that such a product exists by using displays to induce purchase. This is important since these displays certainly influence the tendency of consumers to browse, in addition, the attitude consumers have towards visual product presentation influence the behavior of purchase in them because a positive attitude leads to more browsing and purchasing.