More on Point-of-Sale AdvertisingSabrina Mergenthaler

Colorado Technical University

•What is a Point-of-Sales promotion?

• What are the benefits of using a POP display?

• How are we connecting target audience and existing audience to increase the overall production of

the POP display while saving resources and matching product/company goals?

Point-of-Sale Systems

Placement of POP Display -In the path of our consumer -Wal-Mart video game sales 25-30% -Meets 88% of target audience

Measurability -significance of purchase information -package insert incentives

Placement: Brick and Mortar

• Detailing the POP display -Colors -Themes -Messages•Building brand equity and consumer relationships•The Limited Edition Call of Duty: Black Ops II POP display system•Maintaining Image of Product and Company

The Limited Edition POP Display

Building brand equity and consumer relationships

• Capturing all audiences• Message delivery

• Sets Activision apart a leader in industry and supporter of women

• Responds to female gamer demands • Partnerships

• Purchase Incentive

• Consumer Relationship Management• Supportive Merchandise• Rewards Programs• Community

Sketching the POP Display

• Yellow POP Stand with eye catching and familiar CoD Symbols

• Housewife and zombie image• Cut-out effect

• Tiered holding units• 150 units per display

• Can hold row for each gaming console or the same

• CoD Imaging on display lips

• Display side walls with to-do list “kill zombies” is not yet checked off

• Game rating symbols

Maintenance of Image

•What are approved images • Location of Displays • Uncontrolled exposure

• Conveyance of Company and Product Image and Perceptions through packaging strategies such as external promotional stickers and inserted incentives

•Hi-quality graphics • Story lines • Highly interactive First-person shooter game

Conclusion

Activision’s Mission

Embrace Female GamersConsistent messaging

Integrated media strategies

Marketing Goals

Integrated Media

Q & A Session

References

Activision. (n.d.). Activision. Retrieved from http://www.Activision.com

Alsem, K., & Wittink, D. (2013). Strategic Marketing: An Applied Approach. Pearson Custom Publishing.

Armstrong, G., & Kotler, P. (2006). Principles of Marketing ( (11th edition) ed.). Upper Saddle River, NJ: Prentice Hall.

Color Symbolism and Emotional Effects of Color. (n.d.). M.U.S.E., Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/30000/25544.pdf

Gallery. (n.d.). Point Display & Design. Retrieved from http://www.pointdisplay.com/services.html

Kunin, M. (2012). Why Girls Should Create Video Games. Huffington Post. Retrieved from http://www.huffingtonpost.com/madeleine-m-kunin/why-girls-should-create-v_b_1501601.html

References

Piermatteo, L. (2012). Live Chat . Integrated Marketing Strategy Capstone. Colorado Technical University.

Sirgy, M. & Rahtz, D. (2007). Strategic Marketing Communications: A Systems Approach to IMC. Mason, OH: Thompson.

Using Design Elements to Communicate. (n.d.). M.U.S.E, Colorado Technical University. Retrieved from

http://coursebuildercontent.careeredonline.com/Assets/30000/25928.pdf

Vollmer, C. (2008). Always on : Advertising, Marketing and Media in an Era of Consumer Control. New York, New York: McGraw-Hill.