WINDSOR, Conn. -- Advo here, a major distributor of retailer advertising circulars, is developing a direct mail vehicle which will deliver a cost-effective degree of targeting for branded product promotions. Dubbed STARS, for Shoppers Targeted Around Retail Stores, the program will split Advo's existing 57 million-consumer database into groups as small as 400 households -- corresponding to postal delivery routes. It will begin testing early next year. "STARS will provide demographic ...
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