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Point-of-Purchase Advertising Studied

Point-Of-Purchase Advertising International (POPAI) launched the convenience store phase of its five-year study of point-of-purchase [P-O-P] advertising earlier this month, according to Dick Blatt, POPAI president. The study will measure P-O-P advertising's proof of placement, cost-effectiveness and sales effectiveness, he said.

The data gathered will facilitate the "transformation" of in-store advertising into a measured ad medium on par with print and broadcast media. Measurement of P-O-P ads in the near future will be achieved through RFID technology, Blatt said. "Retailers will be able to more strategically manage the ways in which their stores and brands communicate with customers," he added.

Sponsor support for the study comes from Anheuser-Busch, Pepsi and Pfizer/Warner-Lambert. Retail sponsors include Nice N Easy Grocery Shoppes, SSG-Auto Shop Stores, Sheetz, Inc., Chevron Inc. and Equiva Enterprises LLC.
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