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Amana recently released the news that it would launch a new point-of-purchase (POP) program designed to entice consumers. The new POP materials, which will be released to retail stores in the coming months, utilize attractive visuals and catch phrases for each category of appliance to draw in consumers. On closer inspection, the consumer is greeted with materials extolling the virtues and strong selling points of the appliance. "The new materials make it easy for dealers to sell Amana appliances to our target customers," says Janel Dufek, Amana brand manager. "This takes out the guess-work in attracting customers and stimulating sales." The new point-of-purchase material is part of an effort, which Amana began in May 2002 with a national print campaign and continues this year with a retail advertising program. Back
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