CHICAGO (FNS) -- Measuring the effectiveness of point-of-purchase advertising is becoming more of a scanner-driven science and less of an art, noted three executives working in this area. "As retailers, few issues affect us as deeply as quantifying the impact of displays and promotions," said Mark Heckman, director of market research, Marsh Supermarkets, Indianapolis, who moderated a panel discussion at the Point-of-Purchase Advertising Institute's recent convention here. "Marsh is a ...

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