Point-of-purchase (POP) display advertising or POP marketing (sometimes referred to as marketing at retail) is advertising or other marketing communications placed at the point where the customer considers buying the product, usually at a retailer.
POP advertising might include point-of-purchase displays, signs, banners, or other promotional materials. A traditional example is special shelving or an end cap; newer applications include mobile marketing based on GPS information as well as coupons printed at the register based on customers’ buying habits.
The purpose of POP display advertising is to influence the customer at the action stage, often resulting in an impulse purchase.
- ^ Govoni, N.A. Dictionary of Marketing Communications, Sage Publications. (2004)