Since it relies on point-of-purchase advertising for the majority of its retail marketing efforts, Anheuser-Busch scrutinizes its POP ads to see if they drive impulse purchases and move more of its brands. "We want to know whether our [point-of-sale] materials help sell more beer, plain and simple," Dan McHugh, director of sales promotion for the St. Louis-based brewer, told Brand Marketing. To do so, it regularly looks at ways to analyze its POP, both quantitatively and qualitatively. A ...

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