Tortola, Jane Olszeski
May 2007
Progressive Grocer;5/1/2007, Vol. 86 Issue 6, p18
Trade Publication
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.


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