NEW YORK -- If you want your private-label advertising to work, keep the message simple and direct, said consumers on a focus group panel. The consumers -- 10 women ranging in age from the 30s to the 50s -- were assembled by the Private Label Manufacturers Association for its Consumerama conference. The panelists reviewed actual commercials and then offered their reactions. They also discussed what in general they considered to be private-label's hits and misses. One of the most effective ...

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