Advertising materials placed where customers buy, such as checkout counters or on shelves?

• A. Word of mouth
• B. Free samples
• C. Poster
• D. Directory advertising

Answer: (D)

Point-of-purchase advertising refers to materials placed right where customers make the buying decision, at the point of sale. This includes items like posters and signs at checkout counters or on store shelves, designed to grab attention exactly when the shopper is choosing which product to buy. Directory advertising, in contrast, is placed in directories (like a phone book or online directory) and isn’t encountered at the checkout or on shelves, so it doesn’t serve the same in-the-moment sales influence. Word of mouth isn’t a tangible advertising material, and free samples are actual products handed out rather than signage meant to sway a purchase decision at the moment of sale.