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More than meets the eye: on the importance of retail cigarette merchandising

Correspondence to:
Professor R W Pollay
Sauder School of Business, UBC, Vancouver, BC, Canada V6T 1Z2; pollay{at}sauder.ubc.ca

Point-of-sale activity is important enough to get the attention of the senior management of transnational firms and to be the subject of sophisticated research aimed to realise "intrusive visibility" better through creative design, command attention and convey brand imagery. The result of this is the promotional "positioning" of products, and the creation of both friendly familiarity and perceived popularity. The intended results include increased sales of cigarettes as a product or "category growth".

Abbreviations: BAT, British American Tobacco; ITL, Imperial Tobacco Company Ltd; POP, point of purchase; POS, point of sale; POPAI, Point of Purchase Advertising International, Washington DC, USA

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				E C Feighery, N C Schleicher, T B. Cruz, and J B Unger An examination of trends in amount and type of cigarette advertising and sales promotions in California stores, 2002-2005 Tob. Control, April 1, 2008; 17(2): 93 - 98. [Abstract] [Full Text] [PDF]

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