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• David Mercury Holguín

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Let’s listen! Valeria: Hi! My name is Valeria Cavero. I am the owner of a supermarket. As I realized the importance commercial exhibition has in attracting clients and increasing sales, I decided to hire you as a designer to help me improve my store´s layout. Nice to meet you! Larissa: Mrs. Cavero, nice to meet you too. My name is Larissa and I want to help you arrange your store. But, first of all, we are going to talk about some factors we need to consider in order to achieve our goals. Valeria: Thank you so much for accepting my invitation. As you know, I’m very successful in this sector, but I would like to improve my company´s turnover. I would like to make some changes in order to attract more customers. Larissa: Great! Well, let’s talk about commercial exhibition, specially, point of purchase material (P.O.P.) and the best way to arrange the store. Let’s start! POINT OF PURCHASE MATERIAL Larissa: First of all, P.O.P stands for point of purchase and it refers to a type of advertising used to catch and keep customers´ loyalty towards a product or service. This kind of material is strategically placed at a retail outlet to remind customers of a product´s benefits or to announce a special offer (Lean-Agency, 2011) Usually, this kind of material is used by sellers to introduce sales promotion (e.g contests, games, etc.).

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Valeria: It is very interesting. But, how does it work? Larissa: Good question! Well P.O.P has different functions, but one of the most important ones is to draw costumer’s attention so that they buy the products that we want them to purchase. The main benefit of point of purchase materials is that customers are encouraged to buy products they wouldn’t buy on a regular basis; they are motivated to get these products out of a whim. Thus, they are persuaded to change their purchase choices, leading them to buy the products that we offer. According to Instoremasters.com (2011), some of the most important functions of P.O.P. advertising are:

Position P.O.P.'s creatively

Functions of P.O.P.

Target impulse consumer

Brand promotion

Figure 1. Functions of P.O.P. advertising

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Target impulse consumer: It is related to the place in which buyers make their purchases. It usually gives a small push to customers so they spend more money buying our products. It is a good idea to offer discounted or complimentary products in order to motivate customers to buy. Influence the market: P.O.P. material determines somehow the buyer’s opinion. He is also doing the job of selecting which product is better than the other. Brand promotion: There are brands that are usually famous among people. Point of Purchase Materials are an excellent way to promote brands popularity. A special POP campaign can make customers think that some products are worthier than others. Position P.O.P.’s creatively: It requires a bit of imagination and sense of market to use effectively the Point of Purchase advertising. There are many creative, striking and attractive alternatives to catch the buyers’ attention.

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Advantages and disadvantages of P.O.P. advertising Advantages

Disadvantages It only reaches close consumers. It does not reach a big group of potential consumers.

It is a very useful and economic option for companies that want to promote their products but don’t have enough money to invest in media resources.

P.O.P. could be easily diluted by so many displays (University of Miami, School of business administration, s.f)

When a company is recognized and positioned in the market, P.O.P. creates customers’ loyalty and they associate to the brand.

P.O.P. improves the product image.

Types of POP material Valeria: Now I understand! I suppose there are different types of P.O.P material. Larissa: You are right. There are many materials and designs to produce P.O.P. advertising. It depends on the time that companies require to distribute their product to the stores. It could be temporary (six months or less) or permanent (twelve months or more).

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Here, we are going to see the most common types of P.O.P: • It’s a large printed notice, picture, or photograph, used to advertise something. • It usually has an image, brand ,copy or slogan. • It can be placed on doors, windows, or walls of stores.

TH E ID WI EAL NE

• It combines metal with paper or cardboard. • This is located on the floor or on a surface.

Generally, these are placed on bottle necks. These are used in alcoholic beverages.

• They are large pieces of cardboard found in the upper linear displays of restaurants or shops. • They usually have an image and a brand . • They also proviade a short piece of information.

Burger

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• Floor graphics can catch the attention of potential buyers before a shopping decision is made. • They are made of adhesive material and are usually pasted on floors, in order to get the attention of people as they walk.

They consist on printed card attached to a store shelf to call buyer´s attention to a particular product or a service.

It is a piece of hanging cardboard, when it moves, it attracts consumers.

• It is positioned in product families. It works by associating display products. • Each strip displays eight products at the same time, hooked to pin.

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It is also called a “dangler,” a very small, lightweight sign that hangs from a shelf or wire.

R

It’s a display container, like a large box, which contains goods for sale.

It promotes your special offers and shows your products through better visibility.

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Larissa: When you work in a public place it is important to follow safety signs in order to prevent accidents. Push the button and read about this interesting topic. Valeria: ¡Welcome, dear apprentice! It is time to challenge your memory. In this game you will find POP material pictures and their definitions. Your mission is pair all the pictures and definitions up. Good luck! References Barron’s Marketing Dictionary. (2000). Barron’s. Recuperado el 6 de 09 de 2013, de http://www.answers.com/topic/point-of-purchase-advertising Lean-Agency. (2011). Lean- the virtual creative agency. Recuperado el 27 de 08 de 2013, de http://www.virtualcreative.co.uk/marketingservices/point-of-sale-advertising/ University of Miami, School of business administration. (s.f). Advertising and promotion. Recuperado el 29 de 08 de 2013, de Zeepedia. com: http://www.zeepedia.com/read.php?other_advertising_media_ point_of_purchase_P.O.P._transit_advertising_limits_of_advertising_ advertising_and_promotion&b=34&c=36 Watkins, D. (s.f.). What is pont-of-Purchase marketing? Recuperado el 27 de 08 de 2013, de Chron: http://smallbusiness.chron.com/pointofpurchase-marketing-20757.html

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Let’s read! Larissa: Mrs Cavero, now, we need to know about another factor that is involved in the commercial exhibition: Planimetry. For that aim, I’ll give you a document that can explain the possibilities you have to store layout and the variables you need to take into account for getting your purpose. Thank you so much. As an owner of a supermarket I need to know how to improve sales. So, I’ll read it with attention. Dear apprentices! In order to consolidate your knowledge, do not forget to develop the questionnaire that you find in the blackboard platform. It will be the evaluation of this evidence.

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Vocabulary! Preposition is a word that indicates relationship between words in a sentence. Study carefully the document about prepositions. Hello! In order to check some vocabulary we have learnt about this topic, we are going to practice prepositions. Valeria: My dear apprentices, let’s practice! Complete the paragraph with the prepositions of the box. Drag the words from the box to their correct position.

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Let’s write! This topic has been very fascinating! I appreciated a lot Larissa’s help. Now, it is your turn to develop your own ideas using a planimetry tool. You have to decide what kind of traffic layout is the most suitable for your project and also some other aspects you have to consider, such as entries and exits gates, furniture layout, among others. Don´t forget to use appropriate prepositions. You will find them in the vocabulary section. Please send your final document to your tutor!

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