Monday, June 10, 2019

Point of Presence Advertising Essay Example | Topics and Well Written Essays - 1000 words

Point of Presence Advertising - Essay ExampleThe author planned to purchase a movie named nobleman of the Rings Fellowship of the Ring on recommendation of a friend and came across a pack of all the three movies of Lord of the Ring series at a price that was 20% less than the overall cost had the movies been purchased separately. The author realized that he anyway had to purchase the other two movies to collar the story and was delighted to get all the three of them at 20% discount. In the second purchase instance, the author was delighted to realize the value of the parcel as he owns both a Sony digital camera and Handy Cam. The total price was cheaper by 15%. Such product promotion advertisements resulted in positive impact on the author because the overall value of the buying decisions meliorate although the author didnt had planned for part of the purchase. The effectiveness of these two point-of-sale advertisements resulted in win-win deal for both the store and the author the store increased the net sale value and the author got more useful products at lesser cost. The author was not at all annoyed but was happy with the sales girl for introducing these offers. Massy and Frank (1966. pp383) presented the findings of an exploratory study on behavior of retail merchant advertising thus establishing some interesting empirical generalizations. They could prove that the brands sell differently in different stores and the support to a brand depends upon the brands market share in a particular store type. The author discovered a linkage of this theory with the research by Kumar and Leone (1988. pp178-179) which stated that more customer packaged good manufacturers have resorted to funding short term sales promotion at the store level which primarily has two clear-cut advantages the effectiveness of promotions can result in on the power point sales activity and the store management takes pride into participating in on the spot campaigns given increase d margins & commissions.Both the manufacturer and the store management gain in this process the former achieves brand promotion & quick sales and the latter achieves improved profitability of the store.

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