Moves by cereal manufacturers to streamline their promotional efforts appear to be improving their collective image, at least with the trade. Lower everyday prices, however, are what the trade says will improve the category's image with consumers. In 1995, 37.7% of the dollar volume in the category was on deal, with another 22.7% coming in conjunction with the use of manufacturer coupons. Those numbers, compiled by A.C. Nielsen, Schaumburg, Ill., represent a decrease of one percentage point ...

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