3 examples of point-of-purchase advertising that you have recently come across (ads in-store, personal selling by a cosmetic counter salesperson, etc.)

3. It has been suggested that over 70 percent of all buying decisions are made in the store and as a result, point-of-purchase advertising has grown in its appeal. Give three examples of point-of-purchase advertising that you have recently come across (ads in-store, personal selling by a cosmetic counter salesperson, etc.) and comment on the effectiveness to them of this type of advertising. Did you buy the product? Did the advertising annoy you? Moreover, in the role of a marketing executive, would you recommend spending part of your advertising budget on this form of media?

In today's market point-of-purchase (POP) marketing is crucial because "70 percent of all buying decisions are made in the store". As a result of the suggestion that there is a high number of in store decisions to be made as a marketing executive I would strongly recommend budgeting part of my advertising budget in POP marketing. 

There are many examples of POP marketing throughout retail by targeting the consumers impulse to buy. One example of this happened to me the other day. When grocery shopping at the checkout line I came upon the candy and gum placed at the checkout stand. I had no intention of buying the gum and candy purchased but because of its location along with the sale display caused me to purchase this item impulsively. 

Another example of a POP tactic is the idea of placing coinciding items next to each other. For instance, when you are in a sporting good store, a store correctly implicating POP marketing tactics will place tennis balls near a tennis racket. Near where they sell basketball hoops will be basketballs, bets, pumps, ect. An example of this came up in my life recently. I was in the market for a new grill. When I purchased the grill I realized that I would need to buy grill utensils and propane. All of these items were conveniently in the grill section next to the item I initially came to the store to purchase. I had no intention of purchasing the additional items but because of the signs and placement I made additional purchases. 

Although POP marketing can be effective there are several instances in everyday life that can have an adverse effect on the consumer.  One instance of in-store POP marketing which adversely effected me was during an in-store demonstration. A chef was at a grocery store trying to sell his different flavored butters. Because of his aggressive sales pitch and finding his voice and approach irritating I did not purchase this butter. Although I did not purchase the butter this tactic can be effective as it gets the consumer thinking about a product they normally wouldn't notice. Because I got try try the butter and was being hard pressed by a salesperson I would tend to believe there was an uptrend in the sale of butter for that day. 

The above are only a few examples of POP marketing. Although not every tactic works all of the time, it is a must for retailers to try to use these tactics to help elevate impulsive buys.