TAMPA, Fla. -- For a cross-merchandising promotion to be successful it must supply the consumer with a recognizable benefit, according to a marketing official with Coca-Cola Co. "A brand marketer always has to make sure that the promotion is grounded in a benefit to the consumer, and the consumer has to receive a real benefit from the promotion," said John Byrne, retail marketing manager for Coca-Cola USA, Atlanta. As an example, Byrne cited a freestanding insert that had a 25-cent coupon ...

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