Shelf strips, end caps, floor stickers, POS displays, sampling stands, printed circulars.

4–6 weeks (minimum).

Typically Net 60 (large FMCGs like Unilever, P&G, Nestlé) via distributors or local trade marketing reps.

Manual, batch monthly invoicing from retailers or media concessionaires.

Rarely enforced unless the brand is extremely delinquent. Often rolled over or deducted from trade terms

Little or no data. Billed based on estimated footfall or store count.

Weak. Retailers often chase payment manually or deduct it from negotiated annual trade rebates.

Traditional in-store media is considered "low accountability" by FMCG finance teams. Invoices often float in the system.