POPAI launches major research project

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Point-of-Purchase Advertising Institute, Washington, said it and the Advertising Research Foundation, New York, are undertaking a national study aimed at making POP advertising a measured medium. POPAI said the study will measure: the amount of in-store advertising erected; an estimated number of consumer impressions created; and the resultant impact of POP advertising on sales. The study will be underway in the field in six weeks, according to POPAI, and results will be available to POPAI members later this year.

Copyright March 1999, Crain Communications Inc.

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