Point-Of-Purchase (POP) advertising is built around impulse purchasing and use of in-store displays and other last minute marketing ploys to catch a shopper’s eye. As with all forms of advertising, the objective is to influence a person’s decision. Typically, a shortcoming of advertising is the time lag between when potential customers are subject to the ad and the time when they have an opportunity to make a purchase. POP advertising is effective as it eliminates such a lag time and attempts to influence the customer at the very moment that he/she is making a buying decision. Powerful Point-Of-Purchase marketing attracts interest and drives sales. It can persuade shoppers to purchase additional quantities of a product or to buy related products that are merchandised together. The ultimate goal is to increase sales at your location. Point-Of-Purchase promotion techniques often include window displays, floor stands, banners of any kind, end caps promoting a single product, counter displays, posters, signs, display bins, and even placement of related items next to each other on shelves. POP materials work best at eye level, using bright colors, engaging graphics and simple messages. Generally, these displays are created by the manufacturer for distribution to wholesalers or retailers who sell their merchandise. In fact, a manufacturer may discount the cost of merchandise or compensate the retailer in some other way for using their Point-Of-Purchase displays. This is especially true when using an end cap display, the prime real estate in the convenience store! To take full advantage of POP marketing, the advertisements must evolve constantly, mix up your merchandise, move around your displays, and keep your approach fresh. Once the customer sees the same display for a few weeks, it becomes ineffective. Additionally, if the sale is regularly available, customers will not feel the urgency to make a purchase.  It is well worth your time and effort to ensure eye appeal and take advantage of a targeted audience. Customers will make additional purchases and come back often to see if they can take advantage of the next exciting promotion.