“Point-of-purchase materials are those created specifically to engage the consumer at the point of sale. Point-of-purchase is an advertising method in itself. It has its own means of expression, its own restrictions, and an unlimited potential for growth and expression.
“The expansion of self-service stores and the resulting change in consumer buying habits have contributed to the development of point-of-purchase materials. Their importance have increased with the growth of retailing and the needs of mass marketing. More often than not, unplanned buying decisions are made in the store, and the effective display of merchandise is the deciding factor in the consumer’s choice.
“It is in the retail store, away from the mass media, that the consumer and advertiser confront each other — the advertiser with product, the consumer with money. The results are immediately discernible.”
– Harvey Offenhartz, “Point-Of-Purchase Design” (1968)
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