Among brand marketers, in-store demonstrations are gaining in popularity as the demo industry becomes larger and more sophisticated. Manufacturers view sampling not only as a tool to stimulate trial and close the sale with the shopper, but also as a consumer education opportunity that can contribute to brand awareness. Kellogg Co., Battle Creek, Mich., has been using in-store demos as an educational tool, according to Karen Macleod, director of communications. Recently, she said, Kellogg ...

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