Definition
In-store advertising refers to any advertising media found inside a store which sells that merchandise. Some sources classify in-store advertising as a type of out-of-home advertising. [2] It includes:
POP display
Point-of-Purchase (POP) display – a special retail exhibit of a product which may include on- and off-shelf display material or product stocking that is used to call special attention to the featured product. [1]
POS display
Point-of Sale (POS) display – a special retail exhibit of a product placed where the purchase occurs. [1]
end cap
An end cap (also known as an end-of-aisle display or end display) is a point-of-purchase display located at the end of a shopping aisle in a store. Considered a prime location, this spot is often used for high margin products to induce impulse purchases. [3]
store gondola
A gondola is a freestanding island-type of retail display with tiers of shelves, hooks, pegboard, etc., back-to-back. [1]
References
- American Marketing Association, AMA Dictionary.
- Common Language in Marketing Project, 2021.
- Govoni, N.A. Dictionary of Marketing Communications, Sage Publications, 2004.