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POS materials are materials that promote a brand or product at points of sale (light panels, shelf talkers, price holders, wobblers, price tags, stoppers, promo stands, dispensers, plastic trays, flags, packaging, coloring, stickers, decorative magnets, cup coasters, cups, glasses, posters, plastic folders, briefcases, tags, calendars, postcards, notebooks, rulers, charms, bookmarks and other souvenirs distributed at sale points). POS-materials serve for additional attraction of a client attention and effective goods promotion. POS-materials are an example of BTL-advertising.

Buyers, studying POS-materials, receive information about the advantages of products. Thus, due to informativity and ability to attract attention to the goods, POS-materials stimulate sales.