Sales promotion expert knew what the public wanted

09/18/2009 | Wall Street Journal, The

Robert M. Sandelman, a pioneer in the field of sales promotion who died Sept. 13 at the age of 81, is remembered for his cross-merchandising success and ability to drive buzz -- and sales -- for his clients. "Advertising is a selling message in a medium the client rents," Sandelman said in a 1989 interview. "Sales promotion is a selling message in a medium the client owns -- generally packaging."

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