In an effort to boost ready-to-eat cereal sales in the supermarket channel, manufacturers are pouring more dollars into promotions. While cereal was a $7 billion business in supermarkets for the 52-week period ended August 1998, according to Information Resources Inc., Chicago, sales have nevertheless remained flat. For that reason, vendors have put their focus back on promotion, increasing both couponing and national advertising. For example, Kellogg Co., Battle Creek, Mich., plans to ...

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