The findings over the next few pages are the second installment in a three-part Brand Marketing report on the industry's promotional practices. The first part of the series, published in May, focused on consumer attitudes about promotions. The final study, to be presented in the October issue, will reveal retailer promotional practices.
Two-thirds of the respondents market products in the food categories while one-third manufacture beverages. Sixty percent of respondents answered for their entire company, while 40% answered for a specific division. Thirty-eight percent represented companies with under $500 million in sales; 14%, $500 million to $999 million in sales; 10%, $1 billion to $1.9 billion; 24%, $2 billion to $5 billion; and 14%, over $5 billion.