CHICAGO -- Consumer packaged foods manufacturers need to spend about 15% of projected sales on year-one advertising when launching a new product, according to Valerie Skala, vice president of analytic product management at market research firm Information Resources Inc. here. "You have to spend a lot of money if you want to be a mega-hit in the food sector," Skala said. "A confident food product should be spending at least $10 million in year-one advertising -- excluding trade promotion and ...
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