OAKBROOK TERRACE, Ill. -- Account-specific trade promotions and targeted consumer promotions are on the rise among brand marketers, who expect to use those techniques even more in the coming year. Meanwhile, trends in promotional spending, which throughout the 1980s shifted steadily in the direction of trade and consumer promotion, have clearly plateaued in the 1990s, according to the 16th Donnelly Survey of Promotional Practices, released this month. Account-specific promotion retains its ...

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