NEW YORK -- Behind the well-hyped introduction of its Aleve pain reliever, Procter & Gamble waved the inducement of a $100 million marketing budget, a widely quoted figure that no doubt cleared the heads of promotional agencies and retail buyers nationwide. With a reported $60 million of that sum earmarked for national media advertising, another $40 million or so remained to be deployed on the promotion side. But with an introductory deal structure that retail sources put at a slim ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Why Register for FREE?
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.