POP广告的设计要点及其卖场促销功能研究

Research on the Design Points and Store Sales Function of POP Advertising

分析了POP广告的几种基础表现形式。研究了POP广告在卖场销售竞争激烈的情况下的设计要点。从艺术设计与市场营销特征相结合的角度,提出了POP广告可以唤起消费者潜在消费意识;诱发购买欲望,产生购买行为;充当商品推销员;提高企业信誉和知名度以及应季销售的五大功能。论述了这一新兴媒体形式所具有的良好卖场促销效能。并强调这是一个专业性很强的设计门类,应该引起设计从业者以及卖场管理者的重视。

It analyzed the basic performance of several POP advertising form and the main points of design of POP advertising in stores sales competitive situation. From art design and marketing terms of the combination of features, it put forward the POP advertising could raise consumer potential consumption consciousness; induce the buy desire, produce purchasing behavior, act as commodity salesman; improve the enterprise prestige and popularity and the season sales of the five functions. It discussed the new media form having the good store sales promotion efficiency emphasized that this was a professional strong design categories, should cause design practitioners and store managers＂ attention.