POPAI said today that the latest study of cough and cold syrups showed sales increased 35% when brand messages in a store were tied to POP in a branded display, 27% when a POP display alone was present and 21% when there was no special display but POP signage.
The study also said that participation in retailers frequent shopping programs also helped sales. The sudy was based on 250 supermarkets. -- Ira Teinowitz
Copyright July 2001, Crain Communications Inc.