What are the disadvantages of point of purchase advertising?

Answer 1

1. Limited Reach: By definition, place-based advertising only reaches that small group of consumers walking past displays, waiting at the checkout counter, or carrying their bags to the car. Moreover, studies show P-O-P marketing works best when geared toward younger, single, less affluent shoppers.
2. Product-Oriented: Place-based advertising influences what products consumers may buy, but not where they will buy them. Though often appropriate for improving product sales, place-based media inherently are limited in their ability to attract new customers, build traffic, and improve market awareness for retail advertisers.
3. Consumer Perception: Most consumers report that in-store TV monitors, electronic signs, and in-store broadcasting have little impact on them as they shop (they also claim that these devices blend into the environment).
4. Shoppers: Only about 20% of supermarket shoppers browse the aisles in drugstores or discount stores; the rest completely miss promos, displays, or special signage in those stores.
5. Limited Targeting: Despite its key placement, general-reach place-based advertising (such as in-store television) delivers limited results and can be prohibitively expensive.