BUILD BRAND EQUITY AT RETAIL, MARKETERS URGED

NEW YORK -- Marketers can build brand equity at the retail level through properly-developed account-specific promotions, according to John Young, senior vice president of MARS Advertising. "It's not always the easiest path to follow and clearly presents more development and creative challenges than straight merchandising or display programs," he said. "But the short- and long-term brand benefits are worth the extra effort." Young spoke at an account-specific promotions conference sponsored by