The Basics of Point Of Purchase Advertising

At Middleton Group, we work hand in hand with our clients. We guide clients through the merchandising process, helping them to create the best possible point of purchase advertising.

Here’s a few of the basic things you should know when considering point of purchase advertising for your business.

POP Categories

POP displays fall under three main categories:

  • temporary (1 to 3 months)
  • semi-permanent (3 to 6 months)
  • permanent (6 months+)

Temporary displays are often used for new product promotions. They are economical and ideal for large quantity rollouts. Semi-permanent displays are the answer to display mid-priced retail goods.

“Permanent displays, if they are designed well, will allow you to display different items throughout the year without incurring the cost of brand new displays,” says Middleton Group President & CEO Rob Stratton. “Look for versatility in these displays that will allow the units to remain functional for years to come.”

Point of purchase advertising typically showcases:

  • lifestyle images
  • seasonal merchandise
  • new products
  • new styles
  • special price merchandise/sale items
  • featured items
  • features and benefits

POP displays are found at almost all retail outlets, from convenience stores to big box and department stores. They take a variety of forms, from cosmetic counter displays to complete wall fixture programs in large department stores.

Some common types of displays include:

  • floor displays
  • standees
  • valances
  • end caps
  • gondola fixtures
  • dump bins
  • kiosks
  • pallet programs
  • interactive touch screen displays
  • wayfinding/navigational
  • pin-mounted lettering
  • fixtures

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