Basic - Creative Marketing. Hand-drawn POP

Author: Lu Hongyang
Publisher:
Publish Date: 2005-08-01
Features: POP advertising, also known as Point of Purchase advertising, is often referred to as the "second salesperson." It can emphasize the features and advantages of products through means such as music, color, patterns, and text, playing a significant promotional role. In today's ever-developing economy, increasingly mature markets, and diverse product offerings, traditional sales methods struggle to meet modern demands. POP advertising emerged in this era and is now ubiquitous, whether in supermarkets or large shopping malls, bringing a new wave of impact to our lives, especially consumption!
POP advertising, or Point of Purchase advertising, is also known as in-store advertising. It can highlight the features and benefits of products through music, color, patterns, and text, serving as an effective promotional tool. Therefore, POP advertising is often called the "second salesperson." It originated from in-store advertisements in supermarkets and self-service stores in the United States. After the establishment of the American POP Advertising Association in 1939, POP advertising gained formal recognition. In the 1960s, the self-service retail model, pioneered by supermarkets in the U.S., expanded globally, and POP advertising followed suit.
The concept of POP advertising can be broadly or narrowly defined:
- Broadly, POP advertising refers to all advertisements placed in commercial spaces, purchasing locations, retail stores, and around product displays.
- Narrowly, it refers only to promotional displays and advertisements placed in purchasing locations and retail stores to boost sales, such as displays and hanging/bundling items around products.
POP advertising is merely a term, but in terms of promotional forms, ancient Chinese practices like hanging gourds or wine flags outside taverns, signs outside restaurants, or banners outside inns can be considered the ancestors of POP advertising.
POP advertising is a "life-oriented art," and to that end, we have meticulously crafted the Hand-Painted Ultra-Fast Marketing POP Advertising Series. This volume begins with how to use markers to guide you from novice to expert, making POP creation effortless. We hope this book will inspire your creativity, truly become your assistant, and help you become a master of POP advertising.