Point-of-Purchase Advertising and Factors Influencing Use in Supermarkets

Excerpt from the report Preface: This report analyzes the use of point-of-purchase materials in retail food stores. It combines results from observations of promotional materials actually in use with factors influencing their acceptance by store managers, headquarters officials, and food wholesalers. It is intended as a guide for food processors, distributors, and agricultural commodity groups to assist them in providing more effective promotional material to maintain and expand markets. The study is part of a program of marketing research carried out by the Economic Research Service to evaluate and improve merchandising and promotional practices for farm products