| Summary: | 碩士 === 中國文化大學 === 新聞研究所 === 95 === Media planning, in turn, plays a key role in the marketing communication program.
Successful marketing requires managing and coordinating marketing message at every contact point the brand or company has with its target audience. Contact points can range from the store or the living room. To persuade audience most effectively, the company must think about all contact points as important in a marketing program.
Materials that deliver marketing communication message at the point of sale that facilitate the consumer’s likelihood to purchase.
When all the elements of a sale－the consumer, the money and the product－come together at the same time, point of purchase is usually the most effective marketing communication technique. As we move toward a self-service retail environment in which fewer and fewer customers expect help from salesclerks, the role of point of purchase will continue to increase. According to the Point of Purchase Advertising Institute（POPAI）,66 percent of purchase decision are made in the store rather than before entering the store.
Point of purchase can include special racks, display cartons, banners, signs, price cards, and mechanical product dispensers. Other merchandising materials designed for in-store use include signage and displays other than P-o-P. Retailers have become expert in the use of store signage（banners, posters, shelf and cooler signs）and window display. More recently, manufacturers are using up-to-date information via computer chips and touch-screen technology. Product visibility is the basic purpose of P-o-P displays. Point of purchase not only reinforces through repetition, it also creates a last-minute association between the campaign and the place of decision.
This study investigates the point of purchase advertising effects- analyzing sofy’s panty liner as an example. This research examines the potential effectiveness of sensory shelf vision in enhancing cognition, attitude, brand cognition, brand attitude and purchase intent. Analyzing sofy’s panty liner as an example. Results indicated that sensory shelf vision facilitate shape advertisement cognition and brand attitude but that sensory shelf vision did not enhance advertisement attitude, brand cognition and purchase intent. sensory shelf vision did not promote buying immediately.Because sofy’s sensory shelf vision supply the advertisement sampling, most of consumer had confidence in sofy’s panty liner. In addition, consumer who touched advertisement sampling, they were approved of sofy’s sensory shelf vision is interesting.
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