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Tobacco Control 2007;16:270-274; doi:10.1136/tc.2006.018978
Copyright © 2007 by the BMJ Publishing Group Ltd.

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SPECIAL COMMUNICATION

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

Richard W Pollay

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




This article has been cited by other articles:


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eLetters:

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Blasting away at POS displays
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Tobacco Control Online, 26 Jul 2007 [Full text]



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