POINT-OF-PURCHASE COMMUNICATIONS 395POP communications are most eff ective when they form part of an integrated commu-
nications plan, which means that, for instance, they refl ect what consumers have seen on TV or
billboard ads, and correspond with PR eff orts or sponsorships.^52 Indeed, it has been shown
that, for instance, when advertising and POP communications are combined, as compared
with using advertising only, sales increase by more than 100%.^53 Also, the combination of
POP and sales promotions appears to have enormous advantages over and above the use of
POP or sales promotions only.^54Point-of-purchase as a communications tool
POP communications can be defi ned as any promotional material placed at the POP, such as
interior displays, printed material at shop counters or window displays ( Photo 12.3 ).^55
However, it also includes in-store broadcasts, video screen demonstrations, shopping-trolley
advertising, shelf talkers, coupon dispensers, wastepaper baskets and interactive kiosks
(devices by means of which the consumer can interactively retrieve information about the
shop and the products in the shop). POP communications are not only concerned with
POP advertising. Also, the way the products are placed on the shelves, the store image and
store atmospherics (e.g. the scent and the music in the store) form an integral part of POP
communications. In short, POP communications involve all aspects of the store and the
store environment that can signal something to customers about the quality, price or product
assortment, whether it is initiated by the retailer or by the manufacturer.Photo 12.3 Red Bull: in-pub
communication on Table
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