This thesis put an emphasis to consumer's purtchasing Pattern and social economic structure among Korean Electric Industry's advertising activities.

I would like to research the improvement of P.O.P Advertising and it's problems in Korea.

The total amount of expeuse for advertising comes to 400 billion Won It has been increasing 20% after energy shock.

Eventhough the Society was insecure because of 10.26 happenning and economic unbalance. P.O.P Advertising business has gone through very well. The reasons are today's consumers are influenced by a lot of messages and also by newspaper magazines TV, Radio, and out door Advertising D.M, Pamphlet, and the like.

Among then P.O.P Advertising is the on of the way of approaching to consumer's taste very closely. It's kind of late but many people started to recognize it P.O.P Advertising is considered to get in touch with consumers who are having cash very closely. The way of advertising is being changed from mass media dominating promotion style in to buyer dominating promotion style.

That's way we need to study P.O.P more carefully. 20years ago, what ever we made it could be sold at what time we didn't have to attract special consumer's attraction these days one of the maker say's There will be some problem unless they try to research again.

That means the markets are being diversed and consumer's desires are very various P.O.P is the best way of communication with consumer's in facing consumer's changeable taste eventhough P.O.P has a lot of advantages such as variety of material, and sound, and color, and free space which are evading any kinds of competitors, it has been looted down because of lackness of Advertiser's taste and company owneis concerns we need to research more specific advertising about P.O.P and also research of consumers taste and P.O.P model research should be basically discerned and could be faced to make P.O.P producing and planning effectively.