MIAMI — Tying loyalty card data into weekly circulars and promoting Hispanic events are two ways to boost the effectiveness of circulars, retail advertising professionals said at Food Marketing Institute's Advertising/Marketing Executive Conference here last month. Only about half of supermarkets with loyalty card programs are leveraging their data to customize circulars and other promotions, said Therese Mulvey, vice president of marketing intelligence for supermarket direct-mail company ...

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