DENVER — To create effective ad programs, retailers need to have a clear sense of the differences between strategy and tactics, Dave Henry and Lisa Wassenaar, both former retailers and current marketing consultants said yesterday during “Building an Effective Ad,” a workshop targeted at independent supermarket operators here at the American Meat Institute’s annual Meat Conference. Citing Price Chopper’s long running “We know meat … and you can too!” program, Henry described a chain’s ad ...

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