Point-of-purchase advertising displays and trade shows are sales promotions directed to the trade markets. The point of purchase (P-O-P) is an ideal time to communicate with consumers.
Accordingly, anything that a consumer is exposed to at the point of purchase can perform an important communications function. A variety of P-O-P materials — signs, displays, and various in-store media — are used to attract consumers’ attention to particular products and brands, provide information, affect perceptions, and ultimately influence shopping behavior.
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