The Importance Of Shelf Advertising

INTRODUCTION

1.1. Overview Shelf advertising is reactively a new technique of promoting products at the point of their sale .It refers to the on ground advertising of the product which commonly takes place at the store or super market for instance shelf advertising can be found at almost every major store or supermarket and helps in catching the eye of the customer, it can be very attractive depending on how creative and well placed it is. Product placement is an amazing tool of marketing science. Shelf advertising is commonly placed on separate shelves designed by the brand itself to place inside the store. Thus shelf advertising is included in the brands promotional budget and the cost varies from place to place. For instance if the shelf

This is because in the merchandising process involved studying psychology, science and business, seeking to know the tastes, habits, needs and the way of thinking of consumers (Martinez, 1997) 2.For this reason and in these times of cut-throat competition is a great idea to have tools like "merchandising" in an attempt to gain an advantage over other competitors. A general theory was developed on this subject. The basis of the theory is "promotion"(tool "marketing mix") and focuses on the POS (point of sale) merchandising. It has several tools to carry out its purpose, but in this research will be to analyze the tools that consumers can find in supermarkets. It is, advertising on the point of sale, through posters and exhibitions; how the shelves are distributed on the establishment and also the product on

Yet despite retailer’s better plans, buyers are cautious about their expenditures and purchasing decisions. Iana Castro measures, an accomplice instructor to emphasize the SDSU College of Business Administration, focused on understanding when and why are the racks disorganized and how the quantity of things affect the probability that customers will buy the items demonstrated. In a prospective item that she co-produced for the Journal of Marketing, she explores the studies exploring the effects of smart window affiliation; keeping something scarce and disorganized something abundant and organized .People were less inclined to buy things when just a few things were left and when they seemed unarranged. "People are more likely to buy things when just a few things were left and they looked debauchery," she said."They felt things were debased, despite how they were packaged things”, She added. Case in point, Castro and his associates found that people were less inclined to buy even the outstanding subsistence brands when the rack presentation was messy and under