Above-the-line and below-the-line campaigns are what clients often talk about. In bad economic times, wise clients realise that due attention has to be placed at the point-of-sale. Why? Because this is the place where consumers part their money and make a purchase decision. Moreover, POS is there 7 days a week, 365 days a year, speaking to consumers every day and at every moment. Just imagine the number of people walking past your product on the shelf in the supermarket without you realising. Above all, the cost per reach for POS advertising spent definitely makes more economical sense than TV or press. In short, the wastage of POS is almost negligent while the result is often palpable.

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