STUDY: 1995 POP SPENDING PASSED $12 BILLION

CORONADO, Calif. -- Expenditures for permanent and temporary in-store displays and in-store media and signs grew 7.7% in 1995 to surpass the $12 billion mark, says a new study released by the Point-of-Purchase Advertising Institute, Englewood, N.J.According to the POPAI Market Size and Structure study, brand marketers spent 42% of that sum, vs. retailers, who spent 49%, and agencies, which spent the

CORONADO, Calif. -- Expenditures for permanent and temporary in-store displays and in-store media and signs grew 7.7% in 1995 to surpass the $12 billion mark, says a new study released by the Point-of-Purchase Advertising Institute, Englewood, N.J.

According to the POPAI Market Size and Structure study, brand marketers spent 42% of that sum, vs. retailers, who spent 49%, and agencies, which spent the remaining 9%.

At last month's POPAI 1996 Annual Industry Conference here, Ger

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