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(July 23, 2001) -- Point of Purchase Advertising International (POPAI) is crowing about the results from the second wave of its study on the effect of point-of-purchase that it is doing jointly with the Advertising Research Foundation.

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.

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