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 reac...