What about other POINT OF PURCHASE? Are we convinced that shoppers and customers have more time to read posters, streamers, flyers or other similar forms of POP? Try to observe, even there are signs like entrance and exit, pull or push; a lot of people still, make mistakes & do the other way around. A lot of times, shoppers tend to ask the sales person on promos even there are signs or posters facing them. This means that people don’t have much time to read especially when their main focus in entering a commercial place is to buy what they need (refer to the history of cadio in 1992 at Duty Free Phils. in the next page)….. Is audio or cadio advertising done in a narrowcast coverage & a public captive market approach better than the said medium?