tailieunhanh - Marketing Communications - Chapter 20

Tham khảo tài liệu 'marketing communications - chapter 20', kinh doanh - tiếp thị, internet marketing phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Signage and Point-of- Purchase Communications CHAPTER 20 Appreciate the role and importance of on-premise business signage. Review the various forms and functions of on-premise signage. Appreciate the role and importance of out-of-home, or off-premise, advertising. Understand billboard advertising’s strengths and limitations. Appreciate the role and importance of point-of-purchase advertising. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20– 20– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Review evidence of P-O-P’s role in influencing consumers’ in-store decision making. Examine empirical evidence revealing the effectiveness of P-O-P displays. Appreciate the importance of measuring audience size and demographic characteristics for out-of-home as well as in-store advertising messages. Chapter Objectives (cont’d) After reading this chapter you should be able | Signage and Point-of- Purchase Communications CHAPTER 20 Appreciate the role and importance of on-premise business signage. Review the various forms and functions of on-premise signage. Appreciate the role and importance of out-of-home, or off-premise, advertising. Understand billboard advertising’s strengths and limitations. Appreciate the role and importance of point-of-purchase advertising. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20– 20– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Review evidence of P-O-P’s role in influencing consumers’ in-store decision making. Examine empirical evidence revealing the effectiveness of P-O-P displays. Appreciate the importance of measuring audience size and demographic characteristics for out-of-home as well as in-store advertising messages. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 20– 20– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Introduction On-Premise Business Signage Out-of-Home Advertisements Point-of-Purchase (P-O-P) Messages Signage and Point-of-Purchase Marcom 20– © 2010 South-Western, a part of Cengage Learning. All rights reserved. On-Premise Business Signage On-premise Business Signs Provide new customers with their first knowledge of the company and first impression of the company Considered the most cost-effective and efficient form of communication available to retail businesses Importance of Signage Legible, conspicuously placed signage, easily discernable and understood by the public is essential to the survival of many businesses 20– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Types of On-Premise Signs Free-Standing (Unattached) Signs Monument signs Pole signs A-frame (sandwich-board) signs .