Presenting the goods and reasons to purchase

Fortunes are often spent on R&D to bring products and services to market. Then, often huge efforts are expended generating publicity and literature about these products and services. Although packaging is considered to be fundamental in stimulating choice at the P.O.S. (Point Of Sale), what if, as in many merchant outlets, the shelves are out of sight.

An important element in the marketing process, often overlooked as the poor relative in the marketing mix, is the creation of an integral P.O.S. campaign. Frequently, it is a vital last-chance component of the marketing effort to influence purchasers at the retail 'coal face'.