In the world of retail, marketing communication is expressed through various means within points of sale. These promotional tools, such as posters, videos, or radio ads broadcast inside stores, are used by producers and distributors to promote their products. This form of advertising, known as in-store marketing, aims to influence customers’ purchasing decisions by highlighting certain offers or strengthening brand awareness. Thus, by using these communication channels within the points of sale themselves, retailers seek to stimulate sales and create a more attractive shopping experience for consumers.