From an apple grower's sign at the Farmer's Market to an interactive television monitor at the cosmetics counter, point of purchase is one of advertising's most powerful, yet undervalued, selling tools. With 66 percent of all buying decisions made in-store, P.O.P. has the ability to influence consumer purchasing like no other media vehicle available today. The Power of Point-of-Purchase Advertising can help put this dynamic advertising vehicle to work for you. Written by three industry experts, it is the first A-to-Z review, completely illustrated with outstanding P.O.P. examples and designed to help you plan and implement a cost-effective program--no matter what you have to sell. The book discusses every type of P.O.P advertising vehicle in detail, from store signage and packaging to the latest in electronics, laser technology, and holography. You'll get expert advice on handling the marketing, creative, and operational aspects of introducing a P.O.P. program, including: determining budgets, and establishing long-range goals and strategies; coordinating P.O.P. with other advertising vehicles; selecting the right P.O.P. vehicles and materials; understanding design and production options; choosing vendors; managing P.O.P in the field; and evaluating program results. The authors provide numerous examples of successful and award-winning uses of P.O.P by corporations like Richardson-Vicks, Alpo, Ford, McDonald's, Bacardi, and others. These advertisers experienced real sales increases--some as high as 200 percent--by allocating advertising dollars to P.O.P. And because P.O.P. is less expensive than traditional media like print and television, they were able to do so at a fraction of the cost. Even if your company is small, or just starting up, The Power of Point-of-Purchase Advertising can help you experience the same kind of success. This ground-breaking book gives serious marketers a competitive advantage: the ability to influence consumers at the point when they are most ready to buy.

The Routledge Companion to Consumer Behavior Analysis provides a unique and eclectic combination of behavioral, cognitive and environmental perspectives to illuminate the real-world complexities of consumer choice in a marketing-oriented economy. Edited by a leading authority in the field, the contributing authors have created a unique anthology for understanding consumer preference by bringing together the very latest research and thinking in consumer behavior analysis. This comprehensive and innovative volume ranges over a broad multi-disciplinary perspective from economic psychology, behavioral psychology and experimental economics, but its chief focus is on the critical evaluation of consumer choice in the natural settings of affluent, marketing-oriented economies. By focussing on human economic and social choices, which involve social exchange, it explores and reveals the enormous potential of consumer behavior analysis to illuminate the role of modern marketing-oriented business organizations in shaping and responding to consumer choice. This will be of particular interest to academics, researchers and advanced students in marketing, consumer behavior, behavior analysis, social psychology, behavioral economics and behavioral psychology.

This key textbook traces the development of advertising from the mid-nineteenth century to the present, providing connections with the past that illuminate present developments and point to future possibilities. Chapters take a variety of theoretical approaches to address four main themes: how advertising imagines the future through the promise of transformation; how tribalism creates a sense of collective identity organised around a product; how advertising builds engagement through participation/presumption; how the blurring of advertising, news, art, education and entertainment characterises the attention economy. P. David Marshall and Joanne Morreale expertly trace these themes back to the origins of consumer culture and demonstrate that, while they have adapted to accord with new technologies, they remain the central foci of advertising today. Ideal for researchers of Media Studies, Communication, Cultural Studies or Advertising at all levels, this is the essential guide to understanding the contemporary milieu and future directions for the advertising industry.