TITLE

Marketers' promotion funds buy new media frontier: Supermarkets

AUTHOR(S)
Neff, Jack
PUB. DATE
April 2000
SOURCE
Advertising Age;4/3/2000, Vol. 71 Issue 14, p24
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article deals with the extensive in-store and front-of store advertisements of Procter & Gamble Co. at retailers and supermarkets such as Wal-Mart Stores, Kroger Co. and Meijer in the U.S. Such manufacturer interest in the store as an advertising medium is contributing to the increased use of retail-mini laboratories for examining new in-store marketing practices, according to Information Resources Inc. vice-president for marketing services Valeria Scala. Many executives also argue that retail advertising could offer a new method for retailers to justify payments.
ACCESSION #
18845360

 

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