In-store promotion is expected to accelerate this year as more brand marketers recognize the value of communicating with consumers at the point of purchase and allocate more dollars to that strategy. Some brand marketers see 1995 as the year of the megapromotion, while others predict growth in cross-promotions that feature multiple brands or products. "We want to be able to deliver to the consumer bigger-than-life promotions, something out of the ordinary. We will be spending more net ...

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