摘 要：POP广告作为一种极为灵活的在销售点的终端广告，以近距离化、快速化、生动化的方式影响着消费者购买产品的心理。汽车4S店最直接面对消费者的广告就是POP广告，本文简单地介绍了POP广告以及国内现状以后，根据自己的实践经验详细地分析了某一品牌展厅POP广告设计的各个方面，发现存在的问题并且提出一些思考建议。汽车4S店内的POP广告对于展厅内部的宣传和车型的宣传起到重要作用，因此，对于汽车展厅POP广告设计的研究具有重要的现实意义。65640

毕业论文关键词： 4S店，POP广告，品牌

Abstract：POP advertising as an extremely flexible advertising at point of sale terminals to a close, rapid technology, vivid way affects the psychology of consumers to buy products. Auto 4S shop the most direct-to-consumer advertising is POP advertising paper briefly describes the current situation as well as domestic advertising POP later, according to their own practical experience detailed analysis of the various aspects of a brand exhibition design POP advertising, found the issues and recommendations raised some thought. Auto 4S store POP advertising and publicity for the exhibition inside its models play an important role, therefore, the study of car showrooms POP advertising design has important practical significance.

Key word: 4S shop,POP advertising, Brand

目  录

一、引言…………………………………………………………………………4

二、文献综述………………………………………………………………………4

三、POP广告设计的概述………………………………………………………5

 （一）POP广告的含义…………………………………………………………5

 （二）POP广告的功能与作用…………………………………………………6

 （三）汽车行业广告的国内现状及POP广告的发展…………………………9

四、福特汽车4S店的POP广告分析……………………………………………10

（一）福特汽车4S店的POP广告的类型…………………………………… 10

 （二）福特汽车4S店的POP广告的材质……………………………………11

 （三）福特汽车4S店的POP广告的内容……………………………………17

 （三）福特汽车4S店的POP广告在销售中扮演的角色……………………18

五、福特汽车4S店中POP广告存在的问题……………………………………18

 （一）设计太过随意，与展厅的整体氛围相冲突……………………………19

 （二）文字内容堆砌太多，不利于核心信息的传递………………………19