The biggest boost to in-store media could well come from a non-technological source -- initial findings of a five-year national study by Point-of-Purchase Advertising International (POPAI) and the Advertising Research Foundation (ARF).
in eight categories -- beer, cereal, salty snacks, cold/allergy/sinus, dog food, carbonated soft drinks, laundry detergent, shampoo and conditioner. Study sponsors include Procter & Gamble, Anheuser-Busch, Frito-Lay, Pepsico, Pfizer Warner-Lambert and Ralston Purina.
Findings showed that brand signage resulted in one category's sales increase of 2%, which rose to 12% with the addition of base wrap, 27% when a standee was added, 40% with an inflatable or mobile device, and 65% when a sign also conveyed the brand's tie-in with a sport, movie or charity.
Noting that the cost per thousand for POP advertising equates to radio rates, or approximately half the cost of television, POPAI President Richard K. Blatt declared: "It is obvious that clean-store policies can have a decidedly negative impact on sales in the supermarket arena. Our research shows that POP provides a competitive cost per thousand, and that it can boost retail sales dramatically. Most of all, this first wave of research makes it very clear that POP advertising has taken a giant step toward becoming a measured medium."