CHICAGO -- Can point-of-sale advertising take advantage of the decline of mass communications as an advertising vehicle? Maybe, said Bill Holbrook of Hinckley & Schmitt, a bottled water supplier based in Englewood, Colo. "Mass communications is a dying business. The real challenge is to get brand managers holding on to that traditional tool to reconsider how they reach their audience," said Holbrook, the firm's vice president of marketing. He spoke here at a conference sponsored by the ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

WhyRegisterfor FREE?

Salary Survey 2015

Registering for content on Supermarket News will give youINSTANTaccess to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’sFREE, easy and quick. What are you waiting for!In addition you will also receive complimentary access to the SN salary survey data tables.

Click here to read the FAQ page if you have any questions (opens in a new window)

Attention Paid Print Subscribers: While you have already been grantedfreeaccess to SNwe ask that youregister now.We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.