Planning a P.O.P. Campaign

When the advertiser’s marketing plan includes the utilisation of Point of Purchase merchandising material, he/she may elect to assign the development of a display or a merchandising program to a Point of Purchase Producer.

Some producers have staff and facilities to plan, design, develop, produce and distribute. Others specialise in design and development, but contract with others for production and distribution, or the advertiser does the planning and development and contracts only for production and distribution.

Because of these differences it is most important that both parties are fully aware of just what each other’s contribution will be before undertaking a particular project.

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