OMAHA, Neb. -- The fierce share battle raging between Procter & Gamble and Lever laundry detergent brands helped push supermarket print advertising of the category ahead during the third quarter of 1993. Nearly every top detergent brand joined in the fray, collectively inducing the top 50 supermarket chains to boost their co-op print advertising by 21.2% compared with the equivalent period a year earlier. The five most heavily supported brands, however, averaged an increase of 29%, led ...

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