Indeed, mastering the purchasing behavior of consumers, in-store advertising is a complementary tool to mass communication advertising. Manufacturers use various forms of mass communication to convey corporate impressions and product impressions to consumers. However, when consumers enter the store and are about to make a purchase decision at that critical moment, in-store advertising can be used to唤起rekindle the consumer's recall, prompting them to actually buy the manufacturer's product; thus avoiding last-minute changes of heart that could lead to failure at the brink of success.