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Point of Purchase Advertising
(sometimes referred to as
marketing at retail
placed at the point where the
considers buying the
, usually at a
. POP advertising might include
, signs, banners, or other promotional materials. A traditional example is special shelving or an
; newer applications include mobile
based on GPS information as well as
printed at the register based on customers' buying habits. The purpose of POP advertising is to influence the customer at the action stage, often resulting in an
Dictionary of Marketing Communications.
Sage Publications (2004).
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