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Started in 1991, Mudra Institute of Communications, Ahmedabad (MICA) is an autonomous non-profit management education institution. MICA has set a precedent as the first residential academic institution in the country and perhaps in the Asia-Pacific region wholly dedicated to meeting the needs of the integrated marketing communications industry.

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What is the importance of POP advertising?
POP or point of purchase advertising is very important. This is the point wherein the consumer is nearest to the point of making a purchase decision and therefore, if the brand is present in the retail atmosphere and communicates to the consumer, it influences his/her decision making process. For e.g. in case of a new product launch, huge display banners inside a retail store helps people in noticing this new product and may generate inquiries.
   
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