This is the age of high-tech in-store marketing. But there's still plenty of life in one of the oldest, simplest and most often used tools of in-store marketing - the static sign. Brand marketers find that signs continue to have a place in the marketing mix of the 1990s. "The real advantage of static signs is with brands that happen to have a lower consumer awareness and penetration than existing, thriving core brands," says John Talbot, director of core brand events at Pepsi-Cola, Somers, ...
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