首页
登录
职称英语
What do POP projects aim to do? [br] What is one of the problems facing POP agen
What do POP projects aim to do? [br] What is one of the problems facing POP agen
游客
2025-05-26
3
管理
问题
What do POP projects aim to do? [br] What is one of the problems facing POP agencies?
Man: So what exactly is POP?
Woman: Well, POP stands for Point of Purchasing and it refers to the advertising techniques used to sell specific products at the point where customers buy them.
Man: Such as at the supermarket check-out or on the shelves in a shop?
Woman: Yes, that’s right, and managers are slowly beginning to realise how successful it can be and are building it into their general plans for promoting product ranges. The surprising thing is it’s taking a while to catch on in a big way.
Man: Is that because firms are going to have to spend a lot of money in the early stages?
Woman: That’s true, and of course the displays have to be serviced regularly. But we know that most people don’t decide what to buy until they are in the shop. And it seems that retail Managers are beginning to see sense at last. Firstly, it’s generally accepted that consumers ignore adverts on TV. Secondly, the expansion of cable and satellite TV channels has made it much more difficult to reach all consumers with all effective TV advertising campaign while remaining within budget. Point of purchasing advertising is more selective but cheaper.
Man: I believe that Samsung, for example, have invested heavily in POP to boost sales of its computer monitors?
Woman: That’s right. They wanted to convince consumers to purchase individual components when buying a computer system rather than what it describes as ’inappropriate’ packages. They say they have gone for POP because it wasn’t just awareness-raising they were after. They wanted to influence even those customers who had decided on something else by demonstrating Samsung’s products in store.
Man: So are companies actually employing POP agencies?
Woman: Some are but many, like Ford, are asking their planners to look into the research that has been done in the area to find out things like how long it take to launch a new brand, how many people visit an advertising fixture in a shop and so on.
Man: But companies are still reluctant to allocate large budgets to POP because it’s almost impossible to assess the results of specific campaigns?
Woman: Yes, but there are success stories. The Cheltenham and Gloucester Building Society decided to move into a retail environment and sell their pensions more aggressively. They looked seriously at where they sited displays and did some research to find out where the best places in the branch were. They placed their leaflets in well-designed dispensers in the walk ways between the doors and the counters rather than on the walls.
Man: So you think more companies can be persuaded down the POP route?
Woman: I think retailers will always want to set a number of conditions on POP campaigns. They’ll want the campaign to fit in with their store’s style and they won’t want the products detracting too much from their own brands. They’ll also want to manage the area themselves or ensure that the agency keeps the displays in good condition.
Man: So is the future for POP agencies looking good?
Woman: In the short term it’s reasonable. The pressure on retail space brought about by retailers’ own-label products is an obstacle and POP needs to develop a more exciting image by using interactive ideas such as smell, visual effects and sound.
选项
A、There is a shortage of retail space.
B、There are insufficient POP specialists.
C、There is not enough interest in the medium.
答案
A
解析
转载请注明原文地址:https://tihaiku.com/zcyy/4090702.html
相关试题推荐
WhatdoPOPprojectsaimtodo?[br]WhydolargestoreswanttocontrolPOPcam
WhatdoPOPprojectsaimtodo?[br]TheCheltenhamandGloucesterBuildingSoci
WhatdoPOPprojectsaimtodo?[br]Somecompaniesareinvestinginplanningan
WhatdoPOPprojectsaimtodo?[br]WhathasmadeTVadvertisinglesseffective
•Youwillhearapaneldiscussionaboutsomemajorproblems,orissuesfacingt
•Lookatthenotebelow.•Youwillhearamantelephoningaboutsomeproblemswi
•Lookatthenotebelow.•Youwillhearamantelephoningaboutsomeproblemswi
•Lookatthenotebelow.•Youwillhearamantelephoningaboutsomeproblemswi
WhatdoesSophiesayabouttheNottinghamcentre’sproblems;?[br]Sophiefinall
WhatdoesSophiesayabouttheNottinghamcentre’sproblems;?[br]Jamessuggest
随机试题
A、Becausehecanalwaysseenewthings.B、Becausehecanrelaxhimself.C、Becaus
Whensunlightentersadarkroomthroughtheblinds______.[br]Exhaledcigaret
市场行为最基本的表现就是()。 ①损益率 ②成交价 ③投资回报 ④成交
手足口病的主要病位在A.肺卫 B.脾胃 C.脾肾 D.肺脾 E.肺胃
下列关于三七止血的药理作用,错误的是A.增强血小板功能 B.收缩出血局部血管
共用题干 ForestsforCitiesYouarestanding
B解题指导:从字母表中的顺序来看,每两个字母中间隔了一个字母,故答案为B。
今年是北京故宫博物院建院81周年。故宫博物院图书馆以明清两朝宫廷藏书为基础建成,
建筑周期是由建筑师组织制定的实施工程纲领,即安排工程从始至终的进度表包括( )
工程设计成果评审程序包括()。A.建立评审制度和程序 B.编制设计成果评
最新回复
(
0
)