CHICAGO -- Brand marketers can effectively use national events customized to the individual retailer as a vehicle to build sales, according to officials from Nestle and one of its advertising agencies. "There is a belief that national promotions are on the wane. But if you do a national promotion properly, and provide the flexibility at retail, it can still be a very effective and leverageable marketing tool," said Ken Barnett, executive vice president and general manager of Mars ...

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