SHERMAN OAKS, Calif. -- When Sunkist Growers here teamed with Smith's Food & Drug Centers, Salt Lake City, to offer Los Angeles-area consumers a special price on oranges, it used mobile billboards to put the word out on the street. The result was an account-specific promotion with an element of store-specific execution, said John Famini, Sunkist sales representative. For the five-day promotion in March, Sunkist hired Billboards in Motion, a Huntington Beach, Calif., company, to drive ...

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