Cross-merchandising sounds great, but marketing tie-ins of video releases with branded merchandise will need better coordination in the field if they are to live up to their potential. ves are not fully informed about them. "The dissemination of these promotions is the biggest issue," said David Pierce, senior vice president, sales, Columbia TriStar Home Video, Burbank, Calif. "When a promotion comes together at the high end of a studio or of a consumer products company, the plan is drawn ...
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