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With the paper we reflect the results of regular surveys executed by for instance POPAI, which show that the point of sale has been recently perceived as a fundamental communication channel, which needs to be taken into account sophistically as a full-fledged marketing tool. In the paper we look the answers to the questions like: What do we understand under point of sale and its aspects? What targets do the advertisers wish to achieve in the point of purchase and through which tools? Simultaneously, we interpret t...