Does anyone know what ZhiPOP means?

POP advertising (Point of Purchase Advertising), also known as sales place advertising, is a general term for all on-site advertising inside and outside shopping places (department stores, shopping malls, shopping malls, supermarkets, convenience stores). 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. This chapter will help readers master the specific methods and techniques of using Photoshop and CorelDRAW to design and create POP advertisements through a series of targeted simulated job training.

Broadly speaking, all advertising materials set up around and inside commercial spaces, purchasing places, retail stores, and where merchandise is displayed are all POP advertisements. Such as store plaques, store decorations and windows, inflatable advertisements and banners hanging outside the store, decorations, furnishings, posters and service instructions inside the store, advertising publications distributed in the store, advertising performances, and radio and video electronic advertisements Brand advertising, etc. In a narrow sense, POP advertising refers to the display counters set up in purchasing places and retail stores, as well as the advertising media that are hung, placed and displayed around the products to promote product sales.

1. Functions of POP advertising

POP advertising has high economic value and can attract customers and promote goods for any business establishment. At the same time, it also plays a role in improving product image and corporate visibility for enterprises. POP advertisements mainly have the following functions:

New product notifications

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

Attracting customers into the store

In actual purchases, two-thirds of people make temporary purchasing decisions. It is obvious that the sales of a retail store are directly proportional to its customer flow. Therefore, the first step in POP advertising promotion is to attract people into the store.

Invite customers to stop

How to attract customers' 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, in-store live advertising forms such as on-site operations, trial samples, and free tastings can also greatly arouse customers' interest and induce purchasing motives.

Promote final purchase

Inspiring customers to final purchase is the core function of POP advertising. For this reason, it is necessary to capture the customers' concerns and excitement. In fact, the previous induction work is the basis for prompting customers to make final purchases. Customers' purchase decisions go through a process. As long as sufficient promotion work is done in the process, the results will naturally occur.

Replacing the salesperson

POP advertising has the reputation of "the silent salesperson" and "the most loyal salesperson". The environment where POP advertisements are often used is supermarkets, and supermarkets are 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 Provide product information to consumers effectively, which plays a role in attracting consumers and promoting their decision to purchase.

Create a sales atmosphere

Using the strong colors, beautiful patterns, prominent shapes, humorous movements, and accurate and vivid advertising language of POP advertising, you can create a strong sales atmosphere. Attract consumers' attention and make them have impulse to buy.

Enhance corporate image

POP advertising, like other advertising, can play a role in establishing and enhancing corporate image in the sales environment, thereby maintaining a good relationship with consumers. POP advertising is an important part of corporate visual identity. Retail companies can use store logos, standard characters, standard colors, corporate image patterns, promotional slogans, slogans, etc. into various forms of POP advertisements to create a distinctive corporate image.

Holiday Promotions

POP advertising is an important means to coordinate with holiday promotions.

In various traditional and modern festivals, POP advertising can create a joyful atmosphere. POP advertising plays a role in fueling the holiday sales season.

2. Classification of advertising

POP advertising is divided into two major systems: outdoor POP advertising and indoor POP advertising. Outdoor POP advertising includes all advertising forms outside shopping venues, such as banners, light boxes, placards, posters, facade decorations, window displays, etc. Indoor POP advertising includes all forms of advertising in shopping malls, such as counter displays, counter advertising, hanging advertising, model advertising, etc. POP advertising mainly stimulates consumers' on-site consumption, because advertising at the sales site helps to evoke consumers' previous memories of the products, and also helps to create an on-site purchasing atmosphere and stimulate consumers' desire to buy. It should be noted that when using POP advertising, you need to pay attention to whether the atmosphere around the store is coordinated. If the surrounding environment is noisy and crowded, it will be self-defeating and the gain will outweigh the loss.

There are many types of POP advertisements available on the market. The following mainly introduces three different classification forms from the perspective of POP advertising design.

Classification based on timeliness

POP advertising has strong timeliness and periodicity during use. According to different use cycles, POP advertising can be divided into three major types, namely long-term POP advertising, mid-term POP advertising and short-term POP advertising.

(1) Long-term POP advertising. Long-term POP advertising is a type of POP advertising with a use cycle of more than one year, including door sign POP advertising, counter and shelf POP advertising, corporate image POP advertising, etc.

(2) Mid-term POP advertising. Mid-term POP advertising refers to the type of POP advertising with a usage cycle of about one quarter. Mid-term POP advertising mainly includes advertising for seasonal products, such as clothing, air conditioners and other products. Due to limitations in usage time and restrictions on the replacement of products during the use cycle of the display window, the use cycle of this type of POP advertising must be about one quarter, so it is a mid-term POP advertising. The design and investment of medium-term POP advertising can be appropriately considered in the context of long-term POP advertising.

(3) Short-term POP advertising. Short-term POP advertising refers to POP advertising whose usage cycle is within one quarter. Such as counter display POP display cards, display racks and store discount and sale signs, etc. Since the existence of such advertisements is associated with the existence of certain types of goods in the store, as long as the goods are sold out, the advertising of the goods will have no value. Especially for some products, due to the quantity of purchases and sales conditions (which may be sold out within a week or even a day or a few hours), the corresponding advertising cycle may also be extremely short. The investment in this type of POP advertising is generally relatively low, and the design is relatively unsophisticated. Of course, as far as the design itself is concerned, it should be as consistent as possible with the taste of the product.

Classification according to different materials

The materials used in POP advertising are also diverse. According to the different grades of the products, various materials from high-end to low-end can be used. As far as commonly used materials are concerned, they mainly include metal materials, wood, plastics, textile fabrics, artificial imitation leather, genuine leather and various paper materials. Among them, metal materials, genuine leather, etc. are mostly used for POP advertising of high-end products. Plastics, textile fabrics, artificial leather and other materials are mostly used for POP advertising of 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 applications, they are the most commonly used material for POP advertising.

Classification according to different display locations and display methods

In addition to the particularity of use time, another feature of POP advertising lies in the display space and display method. Different display locations and methods will have a great impact on the design of POP advertising. According to different display locations and display methods, POP advertising can be divided into five types: counter display POP, wall POP, ceiling POP, counter POP and ground vertical POP.

Differentiating different types of POP advertisements according to their display location and method, there are big differences in material selection, modeling, display, etc., which is crucial to the POP advertising design itself.

POP advertisements are mostly in-store POP. In fact, POP advertisements outside the store cannot be ignored.

Such as facade decoration, showcases, neon lights, light boxes, electronic displays, flags, banners, etc. Their basic function is to attract consumers' attention and prompt them to enter the store. In addition, outdoor POP can also play a role in establishing the company's identity and strengthening the store's personality.

Now, more and more retailers believe that price is no longer the main factor that determines where consumers go shopping. What customers buy in retail stores is not only the product itself, but also the satisfaction of their psychology. Demand retail image. Once the retail image is established in the minds of customers, it will become a stable intangible asset and bring long-term sales profits to the retail store. In this way, the field of POP advertising has expanded from simple product POP to the image POP field of the entire retail store.

In commercial activities, POP advertising is an extremely active form of promotion. It uses a variety of means to concentrate the integrated effects of various mass information media in the sales place. It can bring out the advantages of the product. , content, quality and usage methods are clearly and clearly communicated to consumers to increase the attention rate of the product and make consumers associate with the propaganda made by various advertising media, or through targeted and concise explanations, Make consumers feel good about unfamiliar products, thereby promoting sales. This is exactly the charm of POP advertising.

The key to the success of point-of-sale advertising lies in whether the design of the advertising screen can convey information concisely and clearly, create a beautiful image, and make it full of moving appeal. POP advertising is a small advertisement that directly communicates with customers and products. Its design skills are somewhat different from other advertisements:

(1) Special attention must be paid to the psychological offensive of on-site advertising. Because POP advertising has the function of direct promotion, designers must focus on studying the nature of the store environment and products, as well as the needs and psychology of customers, in order to express the content that can best impress customers in a targeted manner. The text and pictures of point-of-sale advertisements must express the benefits, advantages, features, etc. of the product in a targeted and concise manner.

(2) Simple shape and eye-catching design. Because POP advertisements are small in size and have limited capacity, in order to place them among the dazzling array of various products without being ignored and without appearing gaudy and vulgar, their shapes should be concise, the screen design should be eye-catching, and the layout design should be prominent and eye-catching. It is easy to read, has clear key points, is beautiful, distinctive, harmonious and unified.

(3) Pay attention to display design. POP advertising is not like festive decoration, the more lively the better, but should be regarded as part of the store image. Therefore, its design and display should be based on strengthening the overall store image, strengthening and rendering the artistic atmosphere of the store. Outdoor POP advertising includes billboards, neon lights, light boxes, electronic flash signs, fiber optic advertising, posters, live advertising, store signs, door corner decorations, window displays, product displays, etc. Its main function is to guide consumers to make choices about entering the store. Outdoor POP also plays a role in beautifying the city.

(4) From the perspective of advertising styling, POP advertising is the same as general advertising, including text, graphics and color. However, due to the special way and location of POP advertising, from a visual point of view, in order to adapt to the flowing line of sight of customers in the mall, POP advertising mostly appears in a three-dimensional way. Therefore, on the basis of the graphic advertising style, it is necessary to add the factor of three-dimensional modeling. .

(5) The most important thing about POP advertising is to establish the entire promotion plan. Designers are faced with the diversification and mass production of market products. Therefore, studying and analyzing changes in consumers' purchasing psychology and consumption mentality, as well as the nature of specific stores and products, are the basic elements for designing POP advertisements.

(6) The design of POP advertising must not only have a distinctive personality, but also be consistent with the image of the company. It must start from the main body of the company and products, stand from the standpoint of advertising activities, and consider all aspects . The whole secret of POP advertising design is to emphasize the "time" and "place" of purchase, and provide consumers with the last opportunity to make a choice for specific products in a specific sales environment.

(7) The reason why customers feel hesitant about shopping is that they still have doubts about the products they need. Effective POP advertising should appeal to and answer customers' concerns. Price is the key concern of customers, so the price card should be placed in a prominent position; product manuals, exquisite product flyers and other materials should be placed on POP display racks that are easy to access; for new products, it is best to use oral recommendation advertising. Explain and induce purchase.

(8) The overall design requirement of POP advertising is unique. No matter what form it is, it must be novel and unique, able to quickly attract customers' attention and stimulate their desire to "want to know" and "want to buy".

(9) Emphasize the effect of on-site advertising. We should strive to design advertisements that can best impress consumers based on the characteristics of the products sold in retail stores, such as the level of operation, the popularity of the retail store, various service conditions, and the psychological characteristics and purchasing habits of customers.

(10) Image-led. The ultimate goal of POP advertising is to sell goods, so most common POP posters focus on price reductions, discounts, preferential sales, etc., and use the price difference to attract customers to buy. Price-oriented POP advertising can indeed generate "incentives" for a period of time and induce a large number of customers to purchase, but over time, it will lose its effectiveness due to excessive stimulation.