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;
- Received 17 October 2006
- Accepted 7 February 2007
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”.
- 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
Competing interests: I am a university business school scholar and have been called often to testify in tobacco litigation to educate judges and juries in several countries as to the firms’ marketing practices and the history thereof.
This research was undertaken while preparing expert reports for the federal governments of Canada, the United Kingdom and Ireland.