What is meant by point of purchase promotion?

Point-of-Purchase promotion includes any promotional display set up at the retailer's location to build traffic, advertise the product, or induce impulse buying.

One big advantage of P-O-P display is that it offers manufacturers a captive audience in retail stores.

Another advantage is that 70 and 80 percent of all retail purchase decisions are made in-store, so P-O-P displays can be very effective, increasing sales by as much as 65 percent. Combine that sales increase with the effectiveness of spoken advertisements, and it could be an impressing selling force.