Upping the stakes on in-store marketing

03/21/2006 | Wall Street Journal, The

According to industry data, U.S. marketers will spend $19.3 billion in 2006 on point-of-purchase advertising. Now, a specialized agency, MEC Retail, a subsidiary of WPP Group's Mediaedge:cia, will deploy various tactics, including focus groups, sales data and econometric analysis to learn what works and what doesn't when it comes to in-store promotions.

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Wall Street Journal, The

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