RESEARCH MODELS

CHECKING OF SALES PROMOTION AND MATERIAL AT THE POINT OF PURCHASE

The checking of promotions and materials at the point of purchase is a check-up in situ (in the establishment/point of purchase) in order to assess and control the presence and development of promotions of products, as well as the presence at the point of purchase of the material related to the product or promotion being tested (POP advertising). Generally, this type of technique is used for food and consumer product stores, newspaper kiosks, stationery stores, hotels, financial institutions, insurance companies, motor vehicle concessionaires...

Objectives

Assess the main developmental aspects of a promotional campaign:

• Determine the presence or non presence of the product and of the advertising or promotional material.
• Detect the effect of the campaign: volume of sales of the product, distribution of the material among consumers,...
• Determine aspects to optimize related to attractiveness, impact, usefulness, awareness,...