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The point-of-purchase and store signage project will enhance the brand image to create continuity in the visual aesthetics of the retail store. Students will
develop point-of-purchase signage material to relate to the store theme and overall visual merchandising plan.
Assignment Instructions/Prompt
1. You will develop two point-of-purchase/signage materials.
a. The first item should be a signage used in the store to enhance the visual display environment.
b. The second item can be your choice of any point-of-purchase material that you have researched.
2. Identify the target market for these point-of-purchase materials.
3. Analyze how the selected point-of-purchase material can effectively increase sales for the retailers.
Format: The point-of-purchase and signage assignment can be created using Microsoft Word, Adobe Photoshop, Adobe InDesign, or Adobe Illustrator; however,
the final submission should be in Word document format. Each point-of-purchase material used must have a picture submitted as well as a written explanation
of how the material meets the retailer’s needs and function. It must also identify the target market and how the sales could be affected. Formatting guidelines:
double spacing, 12-point Times New Roman font, 1-inch margins, and appropriate citations (retailer’s website, social media sites, product review pages, etc.).
Rubric
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Identification of the
Retailer’s Point-ofPurchase and Signage
Meets “Proficient” criteria and
cites clear and relevant
examples of each point-ofpurchase and signage strategy
used with visual merchandising
strategies
Identifies the retailer’s current
point-of-purchase and signage
strategies used with visual
merchandising strategies
Identifies the retailer’s current
point-of-purchase and signage
used, but does not sufficiently
explain the strategies used with
visual merchandising
Does not identify retailer’s
current point of purchase and
signage strategies used
10
Create Point-ofPurchase Material
Number One
Meets “Proficient” criteria and
provides a clear and relevant
explanation of how the pointof-purchase material meets the
retailer’s needs and function
Creates point-of-purchase
material for the chosen store
that meets the retailer’s needs
and function
Creates point-of-purchase
material, but does not
sufficiently relate to the
retailer’s need or function
Does not create point-ofpurchase material
25
Create Signage
Material Number
Two
Meets “Proficient” criteria and
provides a clear and relevant
explanation of how the signage
material meets the retailer’s
needs and function
Creates signage material for the
chosen store that meets the
retailer’s needs and function
Creates signage material, but
does not sufficiently relate to
the retailer’s need or function
Does not create signage
material
25
Identification of
Target Market
Meets “Proficient” criteria and
justifies reasoning with clear
and relevant examples
Identifies demographics,
geography, and/or behavioral
attributes of the retailer’s target
market
Identifies the target market, but
key elements are not fully
explained, resulting in a lack of
context
Does not identify the target
market
15
Analysis of the Pointof-Purchase and
Signage Effect on
Sales
Meets “Proficient” criteria and
substantiates ideas with
research
Explains the effects of the
newly created point-ofpurchase and signage materials
on sales
Identifies the effects on sales of
the point-of-purchase and
signage materials, but does not
sufficiently explain
Does not explain the effects on
sales of the point-of-purchase
material and signage
15
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented in
a professional and easy-to-read
format
Submission has no major errors
related to citations, grammar,
spelling, syntax, or organization
Submission has major errors
related to citations, grammar,
spelling, syntax, or organization
that negatively impact
readability and articulation of
main ideas
Submission has critical errors
related to citations, grammar,
spelling, syntax, or organization
that prevent understanding of
ideas
10
Earned Total 100

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