P-O-S advertising is persuasive. Serving as the last three feet of the marketing plan, P-O-S advertising is the only mass medium executed at the critical point of confluence for the three elements needed for any commercial transaction: the product, the consumer and the dollars to purchase the product. It is no coincidence that with 74 percent of all purchase decisions in mass merchandisers made in store, an increasing number of brand marketers and retailers invest in this medium.