Are brand marketers detecting greater benefit from their trade promotion activities? Are they really equipped to judge? A new survey by Nielsen North America indicates that increasing numbers of consumer packaged goods manufacturers view trade promotions as beneficial to brand loyalty. How they know this is less clear, however, since most also say they lack adequate expertise in promotion evaluation. "We've made so much noise about the problems with trade promotion that it often is viewed ...
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 complimentary access to the SN salary survey data tables.
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.