TITLE

Ad-libbing

AUTHOR(S)
Tortola, Jane Olszeski
PUB. DATE
May 2007
SOURCE
Progressive Grocer;5/1/2007, Vol. 86 Issue 6, p18
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article presents the perspectives of U.S. independent grocers on advertising, what percentage of sales their advertising expense represents and what promotions work best for their individual stores. Robert LaBonne Jr. reveals that he spent 1.8 percent of total sales in 2006 on advertising. Mark Skogen considers one-day sales as the most impactful campaign. Ron Cook says that his approach to advertising has changed and that Web site development and marketing play a bigger role.
ACCESSION #
25168620

 

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