In most instances, displays are part of a complete promotional program. Materials prepared in support of a promotion may include dealer selling sheets and other selling promotion to aids used to explain the the dealer. In support of the program are in-store selling aids and perhaps consumer give-aways. All are a part of a program; quite obviously, they should all relate to each other. The Polaroid Swinger materials, which include a window display, counter cards, streamers, and two-sided overhangs, are an example of this kind of promotion.
– Harvey Offenhartz, “Point-Of-Purchase Design” (1968)