POP posters do the business

Greg Turznski (MW June 10) is right to point out that most advertising is so far removed from the time and place of purchase that there are distinct barriers to achieving effectiveness.

Yet there are simpler and far more immediate options than his suggestion of interactive TV, or indeed any other fashionable new media solution.

Point of purchase six-sheet posters outside supermarket entrances are an excellent method of bridging that time/place gap. The latest research shows that more than 70 per cent of grocery brand purchasing decisions are made in store, so reaching consumers just before they buy makes very good sense.

Our network of six-sheets outside a range of stores such as Asda, Safeway and Savacentre has achieved directly attributable sales increases of up to 32 per cent.

If you don’t mind waiting, interactive TV will probably be effective. If you need effectiveness now, there are other ways to achieve it.

Ann Jonas

Director of marketing

Maiden Outdoor

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here