Below the Line Advertising: Types of Literature and POS Displays

When you walk into a store and pick up a glossy product catalogue, grab a leaflet near the entrance, or find yourself reaching for a chocolate bar stacked right beside the billing counter, you are experiencing below the line advertising in action. Unlike television commercials or large hoardings that broadcast to everyone, this approach works quietly and directly at the point where buying decisions actually happen. It relies on printed materials and in-store displays rather than mass media, making it both targeted and closely tied to sales. Let us break down the two main tools that drive this strategy: sales literature and point-of-sale displays.

What below the line advertising actually means 🔗

The term “below the line” comes from how advertising budgets were historically split. Large mass-media spends like TV and print campaigns sat “above the line,” while focused, non-media activities sat below it. Today, below the line advertising refers to promotional methods that reach a specific audience through direct, personal, and often physical touchpoints.

What makes this approach attractive to retailers is efficiency. These tools tend to be far cheaper than mass advertising, and their results are easier to measure. A retailer can track how many order forms came back or how a particular counter display affected sales of one product. Researchers note that below the line communication is an efficient and clearly measurable vehicle compared with expensive mass-media channels, giving businesses useful information on their return on investment. For small and mid-sized retailers working with limited marketing money, this matters a great deal.

Different types of sales literature 🔗

Sales literature is the printed backbone of below the line advertising. These materials inform, educate, and persuade. They give customers something tangible to hold, read, and take home. Each format serves a different purpose depending on how much information needs to be conveyed and how the material will be distributed.

Leaflets and folders 🔗

Leaflets are usually single sheets of paper, sometimes folded, that carry a focused message about a product, offer, or event. They are cheap to produce and easy to distribute, whether handed out on the street, inserted into newspapers, or placed at a store counter. A folder is essentially a folded leaflet that organises slightly more information into panels. Both work well for quick announcements such as a festive sale or a new product launch. Their low cost means a retailer can print thousands and distribute them widely without straining the budget.

Brochures 🔗

A brochure is a step up in quality and depth. It is typically a multi-page printed piece with better paper, more colour, and stronger design. The goal is to present products or services in glowing terms and persuade the reader to take action. Because more money goes into a brochure than a simple leaflet, salespeople often hand them out only after a customer shows genuine interest. A home appliance retailer, for instance, might create a brochure where each page covers a different refrigerator model, its energy rating, and special features. The customer carries it home and uses it as a reference while deciding.

Broadsheets and catalogues 🔗

Broadsheets are larger, unfolded sheets that make a bold visual impression through their size. They suit big announcements and limited-time offers where impact matters more than detail. Catalogues, on the other hand, are the most comprehensive form of sales literature. These bound collections showcase a retailer’s full product range with descriptions, prices, and ordering details. Fashion and lifestyle retailers especially depend on seasonal catalogues so customers can browse entire collections at leisure. The Argos-style catalogue posted directly to homes is a classic example of this format used at scale.

Timetables and practical items 🔗

Some sales literature blends usefulness with promotion. Timetables, diaries, guarantee cards, and order forms all fall here. A branded diary keeps a store’s name in front of a customer every single day of the year. A guarantee card builds trust by assuring the buyer of after-sales support. An order form removes friction by making it simple to place a purchase. These items work because they offer real value beyond advertising, which creates a positive association with the brand. An electronics shop offering warranty cards with care instructions, or a furniture retailer providing a maintenance guide, turns a routine document into a lasting reminder of the relationship.

Point-of-sale display material 🔗

While sales literature informs and educates, point-of-sale (POS) display material does something different. It captures attention and triggers impulse purchases right where the transaction happens. These displays are designed to be your last chance to influence a customer before they pay. With a large share of buying decisions made inside the store, this category of below the line advertising is one of the most powerful tools a retailer has.

Why POS displays work so well 🔗

The logic behind POS displays is simple but effective. At the checkout, a customer’s intent to buy is already high, yet their decision-making remains flexible. A small, well-placed prompt can convert casual interest into an actual sale. The numbers back this up. Studies consistently show that a majority of in-store purchases are influenced by displays, and a well-designed display can lift sales meaningfully while boosting impulse buys. Academic research on Indian retail consumers similarly found that displays near aisles and checkout counters have a strong influence on spontaneous buying decisions, with impulse buying driven largely by emotion rather than careful evaluation.

Common types of POS materials 🔗

POS display material comes in many forms, each suited to a particular spot in the store. Some of the most widely used include:

Mobiles: Hanging displays that move with air currents, drawing the eye upward and adding motion to an otherwise static store.

Posters and showcards: Printed cards and posters placed on walls, counters, or stands that highlight an offer or product. Showcards are small enough to sit right on the counter beside the cash register.

Dummy packs: Empty replica packages used for display, which let a brand show its product prominently without risking damage to actual stock.

Dump bins: Open bins filled with a single product, encouraging shoppers to grab one as they pass. These are commonly used for small, affordable items like snacks, drinks, and toiletries that people often buy on impulse.

Illuminated displays: Lit-up signage and units that stand out, especially in busy or dimly lit areas of a store.

Dispenser boxes: Counter-top containers that hold and dispense small products neatly while displaying branding.

Branded items: Functional objects such as wall clocks carrying a brand’s logo, which keep the name visible long after a single visit.

Beyond these, the broader family of POS displays includes free-standing display units, shelf edging, strut cards, standees, and banners. These materials are found near, on, or next to the checkout counter and are used to highlight new products, special offers, or seasonal events.

POS versus POP: a quick clarification 🔗

You will often see two similar terms used in retail: point of sale (POS) and point of purchase (POP). The distinction is useful. POP refers to any display or material anywhere in the store that influences a buying decision, such as aisle endcaps and shelf placements. POS refers more specifically to materials placed where the actual transaction happens, typically at the checkout counter. Both fall under below the line marketing, and together they shape consumer behaviour at the moment of purchase.

Making below the line advertising work together 🔗

The real strength of below the line advertising shows when these tools combine into a single, connected experience. A customer might first pick up a leaflet at the entrance, then browse a product catalogue at the service desk, and finally notice a dump bin or showcard at checkout. Each touchpoint reinforces the same message and nudges the shopper closer to a purchase.

Quality is non-negotiable across all of this. Flimsy, poorly designed materials reflect badly on a brand, because customers often judge product quality by the quality of the marketing they encounter. A professional, well-crafted brochure or a clean, attractive display builds credibility. Research on in-store displays also shows that different display types serve different roles, with store-front displays encouraging impulse buying while others act as reminders for promoted products. Choosing the right format for the right location is what separates an effective campaign from wasted print.

The format must also match the product and the setting. A sleek acrylic stand suits premium cosmetics, while a dump bin suits everyday snacks. Placing a dump bin in a luxury store could actually weaken the brand image, since these are strongly associated with convenience and low-cost items. Context decides everything.

Why this approach still matters 🔗

Even as digital marketing grows, below the line advertising remains relevant because it meets customers at the precise moment of decision. A leaflet in hand, a catalogue on the shelf, or a display at the till works in the physical space where the purchase is completed. For retailers operating on tight budgets, these tools offer measurable, cost-efficient ways to influence behaviour without the heavy spending that mass media demands. Understanding how each piece of sales literature and each type of POS material functions is the foundation of building store communication that actually drives sales.

What do you think? Which below the line tool do you find most influences your own buying decisions – the detailed catalogue you take home, or the showcard and dump bin you encounter at the checkout? And if you were setting up a small retail store with a limited budget, which two of these materials would you invest in first, and why?

References

1. https://marketing-dictionary.org/b/below-the-line-marketing/
2. https://www.researchgate.net/publication/313966832_Below_the_Line
3. https://en.wikipedia.org/wiki/Brochure
4. https://blog.intouch.com/posts/points-of-purchase-displays
5. https://www.rjwave.org/jaafr/papers/JAAFR2601433.pdf
6. https://en.wikipedia.org/wiki/Point_of_sale_display
7. https://www.cucocreative.co.uk/marketing/a-complete-guide-to-point-of-sale-materials-posm-terminology
8. https://www.sciencedirect.com/science/article/abs/pii/S0022435921000634