POP advertising plays an important role in promoting the sales of consumers, retailers and manufacturers.
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POP advertising has high advertising value and low cost. It originated in supermarkets, but it is also suitable for some ordinary shopping malls that are not supermarkets, and even some small shops and other places where all goods are sold.
In other words, POP advertising has the function of attracting customers and selling goods for any business place.
At the same time, for enterprises, it has the function of improving commodity image and corporate image awareness.
The role of POP advertising POP advertising has high economic value, and it can attract customers and sell goods for any business place.
At the same time, it can improve the product image and corporate visibility for enterprises.
POP advertisements mainly have the following functions: new product notification Most POP advertisements belong to new product notification advertisements.
When a new product is sold, it can attract consumers' attention and stimulate their desire to buy by cooperating with other mass media to use POP advertisements in the sales place.
Attract customers into the store. In the actual purchase, two-thirds of people will make a temporary purchase decision. Obviously, the sales of retail stores are directly proportional to their customer flow.
So the first step of POP advertising promotion is to attract people into the store.
How to attract customers' attention to goods and arouse their interest? POP advertising can attract customers' attention with its novel patterns, gorgeous colors and unique creativity, make them stop and stay, and then become interested in the goods in the advertisement.
Ingenious and eye-catching popular advertisements can often produce unexpected effects.
In addition, in-store live advertising forms such as on-site operation, trial fitting and free goods guide can also greatly arouse customers' interest and induce their purchase motives.
The core function of POP advertisement is to promote final purchase and motivate customers to make final purchase.
So we must grasp the customer's concerns and excitement.
In fact, the early induction work is the basis to urge customers to finally buy, and the customer's purchase decision goes through a process. As long as the promotion work in the process is done well, the results will naturally appear.
POP advertisements that replace salespeople have the reputation of "silent salespeople" and "most loyal salespeople"
The environment where POP advertisements are often used is a supermarket, which is an optional way to buy. In the supermarket, when consumers are faced with many commodities, an excellent POP advertisement will be faithfully and continuously placed around the commodities, providing consumers with commodity information, and playing a role in attracting consumers and promoting their purchasing determination.
Creating a sales atmosphere Using the strong colors, beautiful patterns, outstanding shapes, humorous actions and accurate and vivid advertising language of POP advertisements, we can create a strong sales atmosphere, attract consumers' attention and make them have the impulse to buy.
Enhance the corporate image POP advertising, like other advertisements, can establish and enhance the corporate image in the sales environment, and then maintain a good relationship with consumers.
POP advertisement is an important part of corporate visual identity.
Retail enterprises can make store logos, standard words, standard colors, corporate image patterns, publicity slogans and slogans into various forms of POP advertisements to create a distinctive corporate image.
Festival promotion POP advertisement is an important means to cooperate with holiday promotion.
In various traditional and modern festivals, popular advertisements can create a happy atmosphere.
Popular advertisements have played a role in promoting the holiday sales season.
Classification of POP advertisements 1. Classification by timeliness POP advertisements have strong timeliness and periodicity in the use process.
According to the different use cycles, POP advertisements can be divided into three types, namely, long-term POP advertisements, medium-term POP advertisements and short-term POP advertisements.
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Long-term POP advertisement Long-term POP advertisement is a kind of POP advertisement that has been used for more than a period of time.
It mainly includes POP advertisements such as house numbers, counters, loans plus POP advertisements, and corporate image POP advertisements.
Among them, POP and other doorplates are generally completed by mall operators.
Because the cost of these POP forms is relatively high, and the sharing cycle is relatively long, and the POP of corporate image and product image, because the birth cycle of an enterprise and a product is generally more than one quarter, is bound to belong to the type of POP advertising that promotes corporate image and product image for a long time.
Due to the time limitation of long-term POP, its design must be considered extremely carefully, and the cost is relatively high, usually in the tens of millions to millions of investments.
2
Mid-term POP advertisement Mid-term POP advertisement refers to the type of POP advertisement with a usage cycle of about one quarter.
It mainly includes advertisements of seasonal commodities, seasonal Persistent organicpollutants in shopping malls and so on. Because of the time limit of clothes, air conditioners, refrigerators, etc. However, with the change cycle of goods, the use cycle of this kind of POP advertisement is bound to be around a quarter, so it belongs to the mid-term POP advertisement.
The design and investment of medium-term POP advertising can be properly considered at the level of long-term POP advertising.
three
Short-term POP advertisement Short-term POP advertisement refers to the type of POP advertisement whose service life is within one quarter.
For example, POP display cards are displayed on counters, display shelves, store sales and sales signs.
Because this kind of advertisement exists with the existence of a certain commodity in the store, as long as the commodity is sold out, the advertisement of the commodity has no value.
In particular, some goods may be sold out in a week or even a day or a few hours due to the quantity of goods purchased and the sales situation, so the corresponding advertising cycle may be extremely short.
The investment of this kind of POP advertisements is generally low, and the design is relatively less particular.
Of course, as far as the design itself is concerned, we should try our best to meet the taste of the goods.
Second, classify according to different materials. The materials used in POP advertisements are also varied. According to the different grades of products, there are different materials from high-grade to low-grade
As far as common materials are concerned, there are mainly metal materials, wood, wood, plastics, textile fabrics, artificial imitation leather, genuine leather and various paper materials.
Among them, metal materials, leather and so on are mostly used for POP advertisements of high-end goods.
Plastics, textile fabrics, artificial imitation leather and other materials are mostly used for POP advertisements of mid-range goods.
Silk, pure linen and other textile fabrics also belong to high-grade advertising materials.
Paper materials are generally used for middle and low-grade goods and short-term POP advertising materials.
Of course, there are high-grade paper materials, which are widely used in POP advertisements in practical applications because of their convenient processing and low cost.
Third, according to the location and mode of display, POP advertisements are classified. In addition to the particularity of use time, another feature of POP advertisements lies in the display space and display mode.
Different display locations and ways will have a great impact on the design of POP advertisements.
According to different display locations and modes, POP advertisements can be divided into five categories: counter display POP, wall POP, ceiling POP, counter POP and vertical ground POP.
According to the display position and mode of different kinds of POP advertisements, there will be great differences in material selection, modeling and display, which is very important for POP advertisement design itself. Therefore, the content to be studied below is based on the characteristics of the above categories, and refers to the timeliness and material of POP advertisements.
Counter display POP is a small POP advertisement placed on the counter.
Because of the different relationship between advertising body and displayed goods, counter display POP can be divided into two types: display board and display shelf.
First, the display board can be placed on the counter, next to the goods, or directly on the slightly larger goods.
The main function of the display card is to indicate the price, origin, grade, etc. The goods. At the same time, it can also briefly explain the performance, characteristics and functions of the goods. The number of characters should not be too much, and three or five short words are better.
Second, put a display stand on the counter to explain the price, origin and grade of the goods.
The difference between it and the display card is that a small amount of goods must be displayed on the display shelf, but the purpose of displaying goods is not to show the goods themselves, but to directly explain the content of advertisements with goods, which is equivalent to the graphic elements on the display card.
Once the commodity is regarded as a picture, there is no difference between a display shelf and a display card.
It is worth noting that because the display shelf is placed on the counter, the purpose of placing goods is to explain, so the goods placed on the display shelf are generally less, and the less the quantity, the better.
Commodities suitable for display on display shelves include jewelry, medicines, watches, pens, etc.
Wall POP advertisement is a form of POP advertisement displayed on the wall of shopping malls or shops.
In the space of the shopping mall, there are not only the walls as the main walls, movable partitions, the facades of counters and loan racks, the surface of the stigma, the glass of doors and windows, etc. They are all places where wall-hung POPs can be displayed.
There are two forms of hanging wall POP used in shopping malls: plane and three-dimensional.
Plane wall POP is actually the poster advertisement we talked about before, while three-dimensional wall POP is the main content to be introduced in this chapter.
Because the display conditions of the wall are very limited, the three-dimensional modeling applied to the wall POP is mainly semi-three-dimensional modeling.
The so-called semi-solid shape is a shape similar to relief.
Hanging POP advertisement is a kind of POP advertisement that effectively uses the upper space and top boundary of shopping malls or shops.
Hanging POP advertisement is one of the most used and efficient POP advertisements.
As a commercial space, shopping malls, whether on the ground or on the wall, must effectively consider and use the display of goods and the circulation of customers, while only the upper space and the top surface cannot be used for the display of goods and the circulation of pedestrians. Therefore, hanging POP not only has the possibility of making full use of the top interface, but also has great advantages in the upward development of space.
Even if suitable advertising bodies can be placed on the ground and walls, the visual effect of the program is limited compared with hanging POP.
It is conceivable that the visual angle and field of view of wall POP will be very limited, that is to say, wall POP is often blocked by goods and pedestrians, or there is not enough space for customers to retreat and watch.
Hanging POP is different, and all the upper space that customers can see in the mall can be effectively used.
In addition, from the way of display, hanging POP can not only directly use the top interface, but also appropriately extend the lower space.
So hanging POP is the most commonly used and effective form of POP.
There are many kinds of Persistent organicpollutants. Judging from the numerous hanging POP advertisements, there are two typical hanging Persistent organicpollutants, namely, the hanging flag type and the hanging object type.
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Hanging a flag hanging a flag is a POP advertisement hanging on the top of a shopping mall, which is characterized by regularly repeating flat monomers into the space, thus strengthening the transmission of advertising residence.
2
Hanging things hanging things is a completely three-dimensional POP advertisement, which is opposite to hanging flags.
It is characterized by strengthening production with three-dimensional modeling.