Assessing the effectiveness of the types of point of sale advertising materials of brand X in selected retail accounts in the Greater Manila Area

• Main Authors: Alicer, Albert Benigno S., Magcase, Camille Michelle J., Tan, Ervin Rae C., Wu, Ken Chester T.
• Format: text
• Language: English
• Published: Animo Repository 2009
• Subjects: Advertising > Philippines > Metro Manila; Advertising media planning > Philippines > Metro Manila; Sales promotion > Philippines > Metro Manila; Consumer behavior > Philippines > Metro Manila; Communication in marketing > Philippines > Metro Manila
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/14524
• Institution: De La Salle University

The primary objective of this study was to assess the effectiveness of the types of Point of Sale advertising materials in terms of stimulating positive shopper response. The statistical results have ascertained that the level of effectiveness of the types of Point of Sale advertising materials reaches up to the stage wherein the shopper is influenced to buy the advertised product. From the Chi-Square Tests of Independence run, the three null hypotheses collectively stated that the types of POS advertising materials do not have a significant relationship with the interest, Desire and Act stages of the shopper were rejected. Taking our research a step further, we compared the types of Point of Sale advertising materials against each other using the Z-Test for Difference between Two Proportions to rank the effectiveness of each. The most effective type overall was the POS Type C as it was the frontrunner in positively affecting each of the four stages of the shoppers' stimulus response, namely: Attention, Interest, Desire, and Act. The POS Type A and the POS Type B equally placed as the second-best type, and the POS Type D filled the bottom position. Apart from the aforementioned, we have also established that the demographic classifications have no bearing on the shoppers' response in the Interest, Desire and Act stages. Likewise, the presence of a shopping list and shopper brand loyalty was found to be irrelevant in affecting the shoppers' response in the same three stages. On the other hand, shopper brand loyalty and its relationship with sales induced purely by POS advertising materials painted a different picture as this was found to have a significant relationship with each other. These were all tested using the Chi-Square Test of Independence.