商品 販賣促進을 爲한 P.O.P. 廣告의 役割에 對한 考察 = A Study on the Roles of P.O.P.Advertisement for the Promotions of Commodity Marketings

다국어 초록 (Multilingual Abstract)

P.O.P advertising is the abbreviation of "Point of Purchase Advertising." It means retailer advertising conducted by retailers in front of or within the shop.
In other words, it is an advertising conducted in the very spot where consumers purchase goods through supermarket or retailer's. It is a kind of advertising by which the manufacturer, that is sponsor, has a direct contact with endusers at the meeting spot.
The P.O.P advertising had been called "P.O.S advertising" until 15-16 years age.
P.O.S advertising is the abbreviation of "Point of Sale Advertising." It places prime emphasis on the person who puts ad in. On the other hand, P.O.P advertising attaches importance to "clients." In other words, it means that advertising should be concentrated on the explanation of the goods the clients want, prices and the furnishing of other necessary information. It reminds that a shop is a place where consumers purchase merchandise, not a place business enterprises sell their products. It is common in both view, however, that advertising is conducted at the place where goods are delivered to consumers, the advertising matter is just same, is a means of sales promotion and expects sales increase.
The P.O.P advertising is hard to independently play the role of advertising. Consequently, when it is directed so as to strengthen and reconfirm the impression of mass media advertising, the P.O.P advertising is able to decisively make consumers make up their mind to purchase goods. Therefore, it is the function of such P.O.P advertising to bind merchandise and consumers, and point of sale and point of purchase. And pop advertising is the root thereof. Such pop advertising is classified depending on various standards. Depending on location, it breaks down to in-the-shop advertising and outside-the-shop advertising. It may be classified depending on display facilities and/or display places. It can also be divided by productions, materials, installation places, using periods and purposes and functions.
The design of the P.O.P advertising, classified as above, makes a great influence on the sale of merchandise. The questionnaire survey on the influence of the P.O.P advertising design on sale shows the following results:
An overwhelming 90.2% answered, "Good design brings good turnover." Some 29% answered that they had epochmakingly increased the sale through P.O.P advertising and 53.2% answered that they were expecting epochmaking sales increase, altogether 82.2%.
Consequently the design of P.O.P advertising should be creative good design. And the P.O.P advertising, whose design is well made, plays the important role of greatly influencing the sales of enterprises. Today is the design competition age, far from competition between goods. Therefore, enterprises are investing a lot of capital, efforts and time in design development. It goes without saying, however, that even the goods of so good design may have different turnover depending on advertising policies, which are even more important. The most important thing out of the advertising policies is "creative design." The P.O.P advertising, cusing impuslive purchase by clients and reminding them of products, should be "more creative" than any other advertisings because it is conducted on the very point of purchase where consumers and sponsors meet together finally.

목차 (Table of Contents)

• 1. 序 論
• 2. P.O.P 廣告의 定義
• 3. P.O.P 廣告의 機能과 分類
• 3.1 P.O.P 廣告의 機能
• 3.2 P.O.P 廣告의 分類
• 4. 效率的인 P.O.P 廣告戰略
• 4.1 P.O.P 廣告의 具備條件
• 4.2 消費者의 購買促進을 爲한 戰略
• 1) 促進의 意義
• 2) P.O.P 廣告의 計劃
• 3) Illustration
• 4) 文案(Copy)
• 5) 色彩(Color)
• 6) 配案(Lay-out)
• 5. P.O.P 廣告의 表示와 規制
• 6. P.O.P 廣告의 實態調査分析
• 6.1 調査方法의 設定 및 實施
• 6.2 調査의 結果 및 考察
• 1) P.O.P 廣告의 現況
• 2) P.O.P 廣告와 商品販賣效果
• 3) 實施되고 있는 P.O.P 廣告디자인의 경향
• 7. 結 論
• 參考文獻
• 設 問