Often we do not realize the important thing that it is the Publicity in the Place of Venta (PLV), nevertheless after seeing results of studies we see that not to put attention to this point can be harmful for our sales, for example:

The survey on habits of consumption realized by association POPAI (May of 2005) reveals not before that the 70 percent of the decisions of purchase in the supermarkets is taken in the establishment. And, since a considerable time interval can pass since the consumer sees the announcement in the television until he goes to the store, the promotions in the point of sale are one more a more important alternative that never.

The people in charge of the study analyzed an ample number of purchase decisions to see to what extent they planned themselves of anticipated form. For example, the consumer who decides to buy chocolate of a mark makes specific and he does: the POPAI survey denominates to this action buys “planned of specific form” since it has anticipated the acquisition of the product and its mark. This type of decisions is taken before going to the establishment and constitutes the 30 percent of the total of the purchase decisions.

The action to buy white chocolate and to choose the mark in the establishment is known as decision “planned generic form” and sum the 8 percent of the decisions. “Substitute Purchases” talk about to those in that the consumer has thought to acquire a mark makes specific but it ends up buying another one; they represent only the 1 percent of the total. Finally, the “purchases nonplanned”, those in which the consumer had not anticipated to buy chocolate, but chocolate of a concrete mark takes, compose the 61 percent.

Therefore, if we added the planned purchases of generic form, the substitute ones and not planned, the result reaches a 70 percent of taken decisions of purchase in the establishment. And so, the opportunity to influence in the decision of the client through publicity in the point of sale is clear.

In addition there are still forms to improve these results in the way to communicate the messages; according to other data facilitated by the global association of dynamic marketing POPAI it is revealed that displays (digital signage) increases the sales in a 83 percent, whereas they make the static ones it in a 39 percent and we see how this is had been applying to the great stores and malls, thus arriving at those cities of the future that we only saw in the fiction films.

In order to differentiate better the PLV from other actions from Aplus Field Marketing we understand that it is precise to consider that:

• The function of the PLV is to transmit a persuasive message that it attracts the people who are in the commerce. It is not package nor merchandizing.
• One is the action of an advertiser who commercializes his products in the point of sale in which he places his material of PLV. In this sense, the material used by the commerce for the signaling of products and qualities are not PLV.

The basic objectives of this action are:

• To catch the attention of the public one on the product, which not always is easy considering the conditions of the purchase act: product haste, multitude, each of them accompanied by commercial supports, oppression at the moments of saturation, etc.
• To give information to the public to support the launching, like advertizing reminder or to announce special supplies of promotional type.
• To animate to the point of sale, completing the decoration and the atmosphere of the commerce.

There are many supports to transmit a PLV message. Adaptations already very worked exist material and to maximize the effect, especially adapted for the outside of the point of sale and other to act their as inside the store. We emphasize some of them:

• Poster.
• Display, that comes to be a poster with a support that allows him to autosustentar itself.
• Stop, panel who looks for that the potential client stops itself to see the information that contains.
• Traditional or luminous panel.
• Exhibitor or distributer of the product, that facilitates the reach of the product or the information by the own buyer.
• Animated material.
• Stand or intelligence-gathering post.
• Moving body, banderoles and other resources that are suspended and move with the air.
• Sonorous or audio-visual PLV, that allows to use the capabilitieses of friendly forces of these means being offered, for example, demonstrations of use of the product.

These actions we must harness them in great surfaces with commercial promoters in the point of sale.