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MARKETING OR COMMUNICATION AT POINT OF PURCHASE?

Daniela Kollarova, Magdalena Ungerova

First published: 2014https://doi.org/10.5593/sgemsocial2014/B12/S2.064View metrics

Abstract

With the paper we reflect the results of regular surveys executed by for instance POPAI, which show that the point of sale has been recently perceived as a fundamental communication channel, which needs to be taken into account sophistically as a full-fledged marketing tool. In the paper we look the answers to the questions like: What do we understand under point of sale and its aspects? What targets do the advertisers wish to achieve in the point of purchase and through which tools? Simultaneously, we interpret the results of surveys, which at least partially dealt with this issue in Slovakia.

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Publication details

Title
MARKETING OR COMMUNICATION AT POINT OF PURCHASE?
Authors
Daniela Kollarova, Magdalena Ungerova
Proceedings
Proceedings of 1st International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM2014
Publisher
STEF92 Technology
Year
2014
Pages
503-510
SWS Citekey
Kollarova20142503510
ISSN
2367-5659
ISBN
978-619-7105-23-0
Language
en
Publication type
Proceedings Paper
Keywords
point of salepoint of purchasemarketing at point of purchasecommunication at point of purchasePOPAI
ReferencesPending
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