A reference guide to in-store advertising, displays, signs and other aisle-level marketing tactics that are accepted for use by 14 major U.S.-based retail chains. The list is current as of May 2013. The chains are Walmart, Target, Walgreens, CVS, Rite Aid, Kroger, Safeway, Publix, Ahold, Costco, Sam’s, BJ’s, Family Dollar and Dollar General. More than 50 tactics are identified including aisle violators, banners, demo and endcap kits, header cards, inflatables, posters, security shrouds, shelf talkers, clings, displays, dump bins, mobiles, pallets, pdqs, sidekicks and standees.