What is POP advertising?

Effective POP advertising can inspire customers to make random purchases (or impulse purchases), and can also effectively prompt customers who plan to purchase to make decisive decisions and achieve immediate and local purchases

POP advertising plays an important promotional role for consumers, retailers, and manufacturers

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In other words, POP advertising can attract customers and promote goods in any commercial place.

At the same time, it also plays a role in improving the visibility of product image and corporate image for enterprises

Function of POP advertising POP advertising has high economic value and can attract customers for any business establishment. , the role of promoting products

At the same time, it also has the role of improving product image and corporate visibility for enterprises

POP advertising mainly has the following functions: informing new products. Most POP advertising is Informative advertisements for new products

When new products are sold, cooperate with other mass publicity media and use POP advertisements in sales venues for promotional activities, which can attract consumers' attention and stimulate their desire to buy

< p>Attracting customers to enter the store. Two-thirds of the actual purchases are made on a temporary basis. Obviously, the sales of a retail store are directly proportional to its customer flow

Therefore, the first priority of POP advertising promotions The first step is to attract people into the store

How to attract customers to pay attention to the product and arouse interest. POP advertising can attract customers' attention and make them pay attention to it with its novel patterns, brilliant colors, unique ideas and other forms. Stop and become interested in the products in the advertisement

Unique and eye-catching POP advertisements can often have unexpected effects

In addition, on-site operations, trial samples, and free tastings Live advertising forms such as in-store can also greatly arouse customers' interest and induce purchase motivation

Promoting final purchase and stimulating customers' final purchase are the core functions of POP advertising

For this reason, we must grasp Pay attention to the customer's concerns and excitement

In fact, the previous induction work is the basis for prompting the customer to make a final purchase. The customer's purchase decision goes through a process. As long as sufficient promotion work is done in the process, the result will be It naturally emerged

POP advertising, which replaces salespersons, has the reputation of "the silent salesperson" and "the most loyal salesman"

The environment where POP advertising is often used is supermarkets, and In supermarkets, it is a self-selected purchasing method. In supermarkets, when consumers are faced with many products and have no idea where to start, an outstanding POP advertisement placed around the products faithfully and continuously provides consumers with product information, playing a role in The role of attracting consumers and promoting their purchasing decisions

Create a sales atmosphere by using the strong colors, beautiful patterns, prominent shapes, humorous actions, and accurate and vivid advertising language of POP advertising to create a strong The sales atmosphere attracts consumers' attention and makes them have purchasing impulses

Improve corporate image. POP advertising, like other advertisements, can establish and enhance corporate image in the sales environment, thereby maintaining the relationship with consumers. The role of good relationships

POP advertising is an important part of corporate visual identity

Retail companies can use store logos, standard words, standard colors, corporate image patterns, and promotional slogans , slogans, etc. are made into various forms of POP advertisements to create a distinctive corporate image

Holiday promotion POP advertising is an important means to cooperate with holiday promotions

In various traditional and

In modern festivals, POP advertising can create a happy atmosphere

POP advertising has played a role in fueling the holiday sales season

Classification of POP advertising 1. According to time Classification POP advertising is very temporal and cyclical during use

According to different use cycles, POP advertising can be divided into three major types, namely long-term POP advertising, medium-term POP advertising and short-term POP advertising. POP advertising

1

Long-term POP advertising Long-term POP advertising is a type of POP advertising that is used for more than one cycle

It mainly includes POP advertising such as door signs and counters And loan plus POP advertising, corporate image POP advertising

Among them door sign POP, etc., POP forms are generally completed by shopping mall operators

Because the costs of these POP forms are relatively high High, the application period is relatively long, and the POP of corporate image and product image, since the birth cycle of a company and a product generally exceeds one quarter, so POP advertising for corporate image and product image promotion must also be long-term POP advertising. Type

Because long-term POP is limited in time, its design must be extremely precise, and the cost incurred is also relatively high, generally ranging from tens to millions of investments< /p>

2

Mid-term POP advertising Mid-term POP advertising refers to the type of POP advertising with a usage cycle of about one quarter

It mainly includes advertising of seasonal products, shopping malls and POPs with seasonal cycles, such as clothing, air conditioners, refrigerators, etc., have limited use time, and the use cycle of the windows follows the product replacement cycle, etc., so the use cycle of this type of POP advertising must also be in a certain period. About a quarter, so it is a mid-term POP advertising

The design and investment of mid-term POP advertising can be appropriately considered under the long-term POP advertising grade

3

< p>Short-term POP advertising Short-term POP advertising refers to the type of POP advertising that is used within one quarter

Such as counter display POP display cards, display racks, and store discount and sale signs, etc.

Since the existence of this type of advertisement is associated with the existence of a certain type of product in the store, as long as the product is sold out, the advertisement of the product will have no existing value

Especially Due to the purchase quantity and sales situation, some products may be sold out in a week or even a day or a few hours, so the corresponding advertising cycle may also be extremely short

Investment in this type of POP advertising is generally are relatively low, and the design is relatively unsophisticated

Of course, as far as the design itself is concerned, it must still be in line with the taste of the product as much as possible

2. According to the material The materials used in POP advertisements are also classified according to their different grades. According to the different grades of the products, different materials from high-end to low-end can be used

As far as commonly used materials are concerned, metal materials are the main ones. , wood, wood, plastic, textile fabrics, artificial leather, genuine leather and various paper materials, etc.

Among them, metal materials, genuine leather, etc. are mostly used in POP advertisements for high-end products

Plastic, Textile fabrics, artificial leather and other materials are mostly used in POP advertisements for mid-range products

Textile fabrics such as silk and pure linen are also high-end advertising materials

Paper materials are generally used For medium and low-end products and short-term POP advertising materials

Of course, there are also higher-end paper materials, and because paper materials are easy to process and low in cost, in actual application, they are widely used in POP advertising. Materials used

3. Classification based on display location and display methods. In addition to the particularity of use time, another feature of POP advertising lies in the display space and display methods

Different display positions and methods will have a great impact on the design of POP advertising

Based on the different display positions and display methods, POP advertising can be divided into counter display POP, wall POP, There are five types of ceiling POP, counter POP and ground vertical POP

Different types of POP advertising are distinguished according to the display location and method. There will be a big difference in material selection, shape, display, etc., which is very important for POP advertising design itself is crucial, so the content to be studied below is based on the above

The characteristics of each type are used as clues, and the time and materiality of POP advertising are referred to.

Counter display POP is a small POP advertisement placed on the counter

Because the advertising style is related to the The relationship between displaying goods is different. Counter display POP can be divided into two types: display cards and display racks

1. Display cards. Display cards can be placed on the counter or next to the goods, or they can be placed directly on a slightly larger On the product

The main function of the display card is to indicate the price, origin, grade, etc. of the product. It can also briefly describe the performance, characteristics, functions, etc. of the product, and the number of words. Not too many, three or five short words are better

2. Display stand The display stand is placed on the counter to explain the price, origin, grade, etc. of the product

The difference between it and a display card is that a small amount of goods must be displayed on the display rack, but the purpose of displaying the goods is not to display the goods themselves, but to use the goods to directly illustrate the content of the advertisement. The goods displayed are equivalent to the graphics on the display card. Elements

Once the product is viewed as a picture, there is no difference between the display stand and the display card

It is worth noting that because the display stand is placed on the counter, it is not used to store the products. The purpose is to illustrate, so the products placed on the display rack are generally relatively small products, and the quantity is preferably small

Products suitable for display on the display rack include jewelry, medicines, watches, pens, etc.< /p>

Wall POP advertising is a form of POP advertising displayed on the walls of shopping malls or stores

In the space of shopping malls, in addition to the wall as the main wall, movable partitions, counters and loan The facade of the shelf, the surface of the column head, the glass of doors and windows, etc. are all places where wall POP can be displayed

The wall POP used in shopping malls has two forms: flat and three-dimensional.

p>

The flat wall POP is actually the poster advertisement we have mentioned before, while the three-dimensional wall POP is the main content to be introduced in this chapter

Due to the very restricted wall display conditions , the three-dimensional shape used in wall POP is mainly semi-three-dimensional shape

The so-called semi-three-dimensional shape is similar to the relief shape

Hanging POP advertising is the ideal A type of POP advertising that effectively utilizes the upper space and ceiling of a shopping mall or store

Hanging POP advertising is the most widely used and most efficient type of POP advertising among all types of POP advertising

< p> Because as a business space, shopping malls must effectively consider and utilize the display of goods and the circulation of customers, whether on the floor or on the walls. Only the upper space and the top surface cannot be used for product display and pedestrian circulation. , therefore, hanging POP not only has the possibility of full utilization on the top interface, but also has great advantages in the upward development of the space

Even if appropriate advertising bodies can be placed on the ground and walls, their visual Compared with hanging POP, the visual effects are also limited

It can be imagined that the viewing angle and visual field of wall POP will be very limited, which means that wall POP is often used by products and Blocked by pedestrians, or there is not enough space for customers to step back and watch

The hanging POP is different. In the shopping mall, any upper space that customers can see can be effectively used

< p>In addition, from the perspective of the display method, in addition to directly using the top interface, the hanging POP can also be appropriately extended to the lower space

So the hanging POP is the most used and efficient. The highest form of POP

There are many types of hanging POP. From the numerous hanging POP advertisements, two most typical forms of hanging POP can be divided into two basic types: hanging flag type and hanging object. Type

1

Hanging flag hanging flag is a flag-style hanging POP advertisement hung on the top of the shopping mall. Its characteristics are: it uses a flat single body to make regular patterns in the space. There is repetition, thereby strengthening the communication of advertising residence

2

Hanging objects Compared with hanging flags, hanging objects are completely three-dimensional hanging POP advertisements

< p>It is characterized by its three-dimensional shape to enhance the product<