OP(point of purchase)广告系销售时点的广告,它一般出现在超市、一般商场、百货店、摊铺等零售现场,所以又称“零售广告”。在零售店的里里外外,一切旨在促进顾客购买的广告形式,都属于 POP 广告的范畴。零售现场是消费者与消费品直接会合的主战场,是商品、顾客、金钱三项要素的联结点,是厂商行销的最终目的地, OP (point of purchase) advertisements are advertisements at the time of sale. They generally appear in supermarkets, general shopping malls, department stores, paving, and other retail sites, and are also referred to as “retail advertisements.” In and out of retail stores, all advertising formats designed to promote customer purchases fall within the category of POP advertising. The retail scene is the main battlefield where consumers and consumer goods meet directly, and is the link between the three elements of commodities, customers, and money. It is the ultimate destination for the company’s marketing.