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Retail point of purchase (POP) advertising refers to the use of advertising materials or displays at the point of purchase, typically in a retail environment such as a store or supermarket, to promote a product, service, or brand. This type of advertising is designed to capture the attention of customers at the moment they are making a purchase decision, and can be used to increase sales, promote new products, or build brand awareness.

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POP advertising can include a wide range of marketing materials, such as posters, banners, product displays, shelf talkers, and signage. These materials can feature eye-catching graphics, product information, promotional messaging, and calls to action designed to encourage customers to make a purchase.

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Effective POP advertising can have a significant impact on sales, as it allows brands to target customers at a critical moment in the purchase decision-making process. By leveraging the power of visual communication and strategic messaging, POP advertising can help brands stand out in a crowded retail environment and drive sales growth.