The connection and difference between hand-painted POP and POP advertisement

POP is short for point of purchase. In order to distinguish it from news advertisements, magazine advertisements and TV advertisements, we usually call it POP advertisements.

POP advertisements are "advertisements at the point of purchase" or "all advertisements that can promote sales in shopping places". Broadly speaking, we can interpret it as "pre-store advertisement", and all advertisements that can help promote sales or other signs that provide information, services, explanations and guidance about goods inside and outside shops and buildings can be called POP advertisements.

China has had performances similar to POP since ancient times. For example, paper-cuts posted on doors and furniture during the Chinese New Year; When there is a celebration, it is decorated with lanterns and colorful decorations to make the atmosphere of Chinese New Year and festivals more intense; In addition, the cloth strips and flags hanging outside inns and hotels have the function of modern signboards, which makes people easy to identify. Even in today's society, we can still find many traditions and simple fashions. For example, the sword standing firmly in front of the martial arts school; Gypsum signboard hanging outside the martial arts school; Repairing the lock with a big key hanging outside the store directly and obviously expresses the nature and characteristics of the store. In modern shops, these signs such as plasters, broadswords and big keys have become very personalized POPs.

In this modern society with prosperous and stable economy, commodity trading has also diversified, and consumers' motives for shopping choices have gradually diversified. The transmission route of commodity information has changed from a one-way route from manufacturers (manufacturers) to retailers and then to consumers, which has become a current trend, that is, retailers and consumers are two-way streets. Therefore, as the media of consumers and retailers, POP advertising has been paid more and more attention. Its obvious trend can be seen from the continuous emergence of various POP professional books and the emergence of hand-painted POP crash courses, and the degree to which it is valued.

Because when manufacturers design POP, no matter how well they cooperate with them, they can only design for most manufacturers under a unified advertising strategy, but not for the needs of each different manufacturer. And each store has its own unique atmosphere, selling mode and selling space. If the manufacturer's POP can't be designed to meet these needs, it can't meet the actual needs of the store. Sales stores should hire experts or choose one or two graphic designers to make a POP that fully meets the needs of their stores. In other words, the POP advertisements designed by retailers and stores themselves are not designed by manufacturers, but contain a means of information transmission advocated by retailers and stores themselves. As a result, hand-painted POP came into being.