an element of the promotional mix; it is all the advertising paraphanalia that sourrounds the product on display e.g. leaflets, show cards, window and shelf-banners, bin ends, floor ads etc. (see merchandising) (see RMD - communications link).
POINT OF PURCHASE (POP)
Meaning of POINT OF PURCHASE (POP) in English
Raynet Business and Marketing English glossary. Английский глоссарий компании Raynet Business and Marketing . 2012