An 11 page paper describing a proposed research project on consumers' views of point of purchase advertising. Marketing and advertising budgets have spiralled to the point that there are advertising messages literally at every turn, and marketers have discovered that the most effective target group is that which is already present in the store. Consumer advocates and budget analysts for years have admonished consumers to avoid impulse shopping at all costs, to always go into a grocery store with a list and resist all temptation to deviate from it. In today's society, however, people are busier than ever before, and there have been indications that point of purchase advertising may actually be looked on more favorably by the consumer than other methods that have become so intrusive. Bibliography lists 12 sources.
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