Account-Specific

Marketers and producers should stop thinking like "print shops" and realize that P-O-P is becoming a primary communication medium.

A Profile of Cathy L. Barclay, Senior Manager Trade Marketing Materials Development & Logistics, Brown & Williamson Tobacco Corp.

And you thought just designing an effective P-O-P display was the hard part -- logistical issues present marketers with a whole other set of challenges.

Client: Good Times Home Video, New York
Products Promoted: Various videos
Objective: To introduce the Hollywood Video Values campaign in Kmart stores.
Introduction: June 1999
Number of Displays: 5,000
Construction/Materials: Corrugated
P-O-P Company: Henschel-Steinau Inc., Englewood, N.J.