In the promotional marketing game, brand marketers are proving what's old is new again. At the least, traditional marketing tools are being utilized in different ways.
The main reason for this is an attempt to do more with less, said Sara Owens, president, Promo Pros, St. Louis, a promotion-consulting firm. While marketing budgets are in much better shape now than they have been over the past few years, companies still want to stretch the dollar as much as possible, Owens said.
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