CHICAGO -- In-store promotions aimed at ethnic consumers by Gillette Co. have consistently generated a lot more volume, at lower cost, than general-market promotions. Those results suggest some selective approaches to working with retailers, said Shawne Howell, director of Gillette's ethnic marketing department in Boston. "Our return on investment [for ethnic in-store promotions] has been 2.5 times what the return has been for general market programs because ethnic [consumers are] easier ...

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