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Research into the willingness to pay of consumer at point of purchase and the research models used to measure such data is given. This article focuses on the current standard measurements and compares them for their effectiveness.

Elderly consumers currently constitute about 12% of the American population and represent a $500 billion market. Despite the size and wealth of this consumer segment, available information on the media habits of the elderly is scant. Research was undertaken to fill the knowledge gap in the area of elderly consumer attitudes toward point-of-purchase (P-O-P) advertising. The reactions of shoppers judged to be 65 or older toward models used in P-O-P displays that advertised coffee, an age-neutral product, were assessed. Findings show that the age of the advertising models had no effect on the purchasing behavior of the elderly shoppers studied. This suggests that it is not always necessary for advertisements to feature elderly models for products to sell to elderly consumers.

In a replicated in-store factorial experiment with 12 national brands in six non-perishable consumer goods categories, the authors find price deal elasticities in the (2-11) range, with larger values for smaller brands. Those elasticities increase 20% to 180% when deals are advertised by the retailer; the rates of increase are smaller for the leading brands. The price deal cross-elasticities of the higher priced brands are found to be smaller than those of the other brands; they are in the (2-2.7) range. Optimal retail deal rates are shown to be robust to model specification. (Reprinted by permission of the publisher.)

Supermarket shoppers usually spend only a brief time selecting their purchases and usually do not check prices. Most supermarket shoppers selecting items with prices that are marked down are unaware that the prices are reduced, and most are unable to recall the prices of items just dropped in their baskets. Research results indicate that the use of supermarket advertising is not related to point-of-purchase behavior.

Bookshops have rarely been a springboard for innovation in in-store technology. Along with the odd poster or Harry Potter gimmick, the humble dumpbin and cardboard FSU are the favoured media, [...]

Staff Converters with specialty-coating capabilities, listen up: The fledgling e-paper display business will grow to $2.0 billion in annual revenues by 2012, says a new report from NanoMarkets (www.nanomarkets.net ). [...]

POPAI used its recent conference in Dublin to announce its first research programme in Ireland, which examines the effectiveness of secondary chiller sitings in Tesco stores on behalf of Unilever's [...]

Pira International and the Point of Purchase Advertising Association have completed a study into the POP advertising market in the UK and Ireland. Subjects include growth forecasts by sector and [...]

The Point of Purchase Advertising Institute, a Washington, D.C.-based trade association, has completed the first phase of a planned five-year study aimed at measuring the impact and effectiveness of point-of-purchase [...]

The POPAI research committee has been asked to provide its members with a series of benchmark findings, based on detailed investigations into the efficacy of P-O-P displays and their placement [...]

Pursuant to the March 24th announcement at GlobalShop of the initial results from the 'In-Store Advertising Becomes a Measured Medium' study POPAI is undertaking with the Advertising Research Foundation, POPAI [...]

Point-Of-Purchase Advertising Intl. (POPAI) has shared new data showing the effect of POP advertising on beer sales. The research found that the two most common types of POP advertising elements [...]

Trade association releases new supermarket study data confirming that the more POP elements used in the snack category, the better. Industry trade association Point-Of-Purchase Advertising Intl. (POPAI) has released additional [...]

You've been reading a lot lately about the POPAI/ARF study blazing forward to make POP advertising a measured medium. I'm pretty charged up about this because of the huge implications [...]

The snack food industry is one of the leaders in using point-of-purchase (P-O-P) advertising to stimulate impulse purchases and build brands. In the last year for which we have data, [...]

With the announcement on Saturday afternoon, March 24th at GlobalShop of the results of the first wave of POPAI's study, 'In-Store Advertising Becomes a Measured Medium,' POPAI is manifesting as [...]

At the end of the year 2000, we look back on a solid list of achievement in POPAI's delivery of substantial programming benefits to its members, and to the P-O-P [...]

PepsiCo has signed on as a sponsor of the study being conducted by Point-Of-Purchase Advertising Int'l. (POPAI) and the Advertising Research Foundation (ARF) that aims to measure and maximize the [...]

The New York-based ADVERTISING RESEARCH FOUNDATION (www.arfsite.org) and D.C.-based trade group Point-Of-Purchase Advertising International (POPAI), recently launched a two-year study to determine the effectiveness, of in-store ads. The 22-market survey [...]

POPAI's latest research shows P-O-P's potential for sales. A man in his fifties approaches the freezer cabinet. Peering through the transparent lid he searches for something suitable for a quick [...]

WASHINGTON -- Drug retailers soon wild have more insight into what works--and what doesn't--in the world of point-of-purchase advertising thanks to a first-of-its-kind study kicking off this fall with the [...]

In addition to being great pit stops for gas tank fill-ups, convenience stores, or 'c-stores,' are quick and easy alternatives to grocery stores, especially when all that's needed is an [...]

POP has to work even harder for cosmetics Ask any woman mulling over the cosmetics stands, trying to decide between that Fuchsia Fancy or Petrified Plum lipstick, and they'll happily [...]

Take A Closer Look At What POPAI's Consumer Buying Habits Study Revealed The distance between the point-of-purchase and a consumer's shopping basket is not always a straight line,' states Dick [...]

NEW YORK -- Shaving items, like many other health and beauty aids, can benefit from placement in multiple locations. Traditionally razors and especially razor blades have found a place near [...]

SAN DIEGO-- Most shoppers enter a drug store without a shopping list or store circular in hand. And more than half the time a consumer does not decide to buy [...]

Point-of-Purchase Advertising International (POPAI), the Washington, D.C.-based trade association of the at-retail marketing industry, unveiled the results of its research Establishing In-store Advertising as a Measured Medium. 'The industry has [...]

On March 17, Scott Young, president of Perception Research Services (PRS)--which conducts more than 500 consumer surveys, focus groups, in-depth personal interviews and store-based and Web-based studies each year--presented 'Winning [...]

NEW YORK -- The front end, that last few feet of space in the area around the checkout counter, is sometimes referred to as the most valuable real estate in [...]

What does the future hold for the P-O-P industry? How much is each sector worth? Which types of P-O-P are in decline and which are increasing? These questions are all [...]

A soon-to-be-published study by Point of Purchase Advertising International (POPAI) may help a lot of operators squeeze more money out of their in-store promotions next year. Good P-O-P decisions can [...]

As the industry's provider of comprehensive opportunities for knowledge and networking, POPAI is proud to have just completed field work in a national sample of 120 convenience stores (c-stores) in [...]

As retailers and brand marketers meet the snacking needs of hundreds of millions of consumers, retail-based brand building has been found to be critically important. According to data from the [...]

The release of POPAI's 'P-O-P as a measured medium' research, conducted in Safeway stores in association with Unilever Bestfoods, is further confirmation of the impact of P-O-P display on the [...]

Coutts Retail Communications has published the results of the first phase of its Research into the Effectiveness and Accountability of P-O-P (REAP) programme. The project has been carried out in [...]

Many POPAI members have asked how to make practical and tangible to their specific companies the findings from POPAI's 'Measured Medium' research study. Well, POPAI has developed a special, interactive [...]

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 [...]