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Posted: November 8, 2007, from the November 2007 issue of GCI Magazine.
page 5 of 5
Engaging with the consumer is not easy. Brands are competing for attention with thousands of other product messages; therefore, the displays and mediums used at POP create a distinction that is critical for brands.
“In comparison to other forms of media, [POP marketing] is very cost-effective and has a high impact, due to its ability to influence purchasing decisions where its counts,” said Hauser.
In order to grab hold of the consumer’s attention—thus creating a sales opportunity—brands must take advantage of technology that engages and educates the consumer, both at the retail level and beyond.